Greg Keen: Narrative & Persuasion
I help professionals argue their case clearly and credibly when the stakes are high — without performance, manipulation or bluster.
I work with people who need to explain their work, respond to challenge, or persuade in crowded or sceptical environments without sounding generic, defensive, or unlike themselves. The work is practical, precise and grounded in real situations.
The Problem I See
Many capable people undermine themselves at the moment they most need to persuade.
They hedge, over-explain, soften their claims, or allow emotion to leak into the language — not because they lack intelligence or preparation, but because persuasion carries unseen friction. Often this comes from inherited ideas that persuasion is manipulative, self-serving, or somehow at odds with personal integrity.
These assumptions tend to surface under pressure, precisely when clarity and authority matter most.
How I Work
The work is practical and specific. Often we start with a real situation — a meeting, a proposal, a difficult conversation — and look closely at:
what is actually being claimed
who the audience is
what resistance is likely
where the language begins to weaken
I help clarify the underlying position, shape a lean argument, and work directly on the language itself: what to say, what not to say, and how to hold authority without exaggeration, performance, or defensiveness.
People usually come to this work when something specific is at stake — a meeting, a decision, or a conversation they can’t afford to get wrong.
Clients typically leave with arguments they trust and language they can use (and reuse) under pressure.
When this may be useful
Preparing for a high-stakes board or client meeting
Handling pushback from senior or sceptical stakeholders
Communicating with a new or inherited team
Negotiating — or renegotiating — agreements
Persuading without “selling”
Common starting points
“This meeting really matters, but I’m not sure how to prepare or structure it.”
“Presenting isn’t my strong point.”
“Nerves mean I sometimes over-explain under pressure.”
“When I get pushback, I know what I mean — but not how to say it.”
“My confidence wavers around big personalities.”
What This Work Is - And Is Not
The work does not aim to change personality or manufacture confidence. It focuses on clarifying judgement and language, so that what needs to be said can be said with proportion and ease.
The aim is alignment — between judgement, language and intent — so that when it matters, persuasion feels clear, credible and proportionate.
Ways of Working
Persuasion Surgery
For an upcoming meeting, pitch or negotiation — you bring the actual materials and we work on structuring and sharpening them together.
Narrative Reset
For people moving roles, stepping into greater visibility, or working with a new team — we reframe your story and message so it scales across contexts.
Advisory / Thinking Partner
For ongoing, unpredictable situations — a conversation before key moments, where we evaluate what’s at stake, the personalities involved, and how best to frame your message.
Occasionally, I also work with small senior groups in closed sessions around specific high-stakes communication challenges.
About
My work sits at the intersection of narrative, language and persuasion rather than conventional coaching.
I have spent decades working with people whose words carry consequence — as a storytelling trainer and coach with major media organisations, an award-winning novelist and a Royal Literary Fund Fellow. The emphasis throughout is on judgement, clarity and credibility rather than performance.
“Greg helped me communicate more concisely and handle pushback with far greater authority, particularly in difficult conversations.”
Jonathan Lancaster
Sales Director, Praxis 45
“Greg sharpened already strong presentations by clarifying the argument and removing what didn’t need to be there.”
Luke McKeever
CEO, Thomas International
“The work materially improved how I communicate with demanding clients and senior stakeholders.”
Allyson Barclay
Vice President, Attraqt
Contact
If you are considering working together, the first step is a brief, informal conversation to establish whether the work is a good fit.
You can get in touch via the form below or by email. There is no obligation, and no expectation that this approach is right for everyone.