Storytech is 'brand strategy in a box' for startups and young companies. Developed by internationally acclaimed New Zealand brand strategist James Hurman, Storytech brings world class brand story tools into a single day process delivered via online video for $500.


"A great brand story can be the difference between a startup failing or changing the world."

- James Hurman introduces the vision behind Storytech

The Storytech Story

Storytech exists to give every startup affordable access to a world class brand story.

We created Storytech because access to high quality brand strategy is out-of-the-question expensive for most startups.

Storytech is a brand story development process delivered via online video, in a day, for $500.

We’re passionate about creating a world where every startup’s story is as powerful as their product or business idea.

Storytech was created by James Hurman, an internationally acclaimed brand strategy and innovation expert. In 2013, James was named the world’s number one brand strategist. Today he’s the founder of Previously Unavailable, a New Zealand innovation company that’s been behind the success of startups like Stolen Rum, Simplicity Kiwisaver and toothbrush subscription service Freshbrush.

...what's your story?

“It’s not about making up a story, it’s about removing the clutter to reveal the powerful story that’s already there."

- James on the intention of Storytech

How Storytech works

Storytech is a day workshop, delivered over online video, during which James helps you and your team complete three 'canvases' - single page documents that capture and focus your story, and serve as a marketing blueprint for your brand.


The Lean Canvas captures the essence of your business model, and is the commercial foundation on which your brand story will be built.

The Brand Story Canvas is the heart of Storytech. We created this canvas to help you land the fundamentals of your brand - your history, ambition, personality and purpose - and assemble those fundamentals into a simple and powerful brand story.

The Customer Journey Canvas  sees us step into the customers' shoes as they discover, learn about, buy, use and share our brand. We'll unpack the most powerful ways to tell your story, revealing the touchpoints and activities that will make the biggest difference to growing your business.

"Rather than just being pretty wrapping, you’ll really have a story that’s connected to the commercial fundamentals."

- James on the output of Storytech

About James

James Hurman spent the majority of his career as a strategic planner in the advertising industry, where he led brand and communications strategy for some of the world's biggest brands including Unilever, Coca-Cola, Vodafone, Microsoft, Westpac and Levi's. His work has won more than 50 local and international marketing effectiveness awards and 22 Cannes Lions (the Oscars of advertising). In 2013 he was named the world's #1 brand strategist. His 2011 book, The Case for Creativity, explored the link between creativity and effectiveness in marketing, and was described by The Coca Cola Company as 'beautiful words of wisdom'. In 2014 he left the advertising industry to found innovation company Previously Unavailable. There, he works with organisations large and small to bring new products, brands and businesses successfully into the world. James has led brand and product strategy for many startups, including Stolen Rum (a New Zealand premium rum company who were majority acquired by a US private equity firm in 2015 for $21M), Simplicity Kiwisaver (the New Zealand fintech startup who won the New Zealand Innovation Award in 2016 for financial services) and Toothcrush (New Zealand's toothbrush subscription delivery service).