Hi! I’m Liz Morrison · Story Coach
You have a story that can change the world.
I guide leaders like you to explore and activate your most powerful stories so your good work goes further.
MY STORY
From Story Producer to Story Coach
Since I was a kid, I've been fascinated by people.
That curiosity led me to a 15-year career as a producer, helping people give voice to their stories. I was Global Creative Lead at Airbnb, a digital filmmaker on the Obama 2012 campaign, and a TV producer for Bravo, NatGeo, and Discovery. I helped hundreds of individuals (and some celebrities) give voice to their incredible stories to affect meaningful change, from electing a president to finding love on a dating show. (Ask me about that wild summer!)
Then, in 2020, I got laid off.
Sitting under a tree crying after I got the email, I told myself: "This is a story about the time I lost my job. But it's going to be a story about how I find myself."
After years of telling other people's stories, I started exploring my own for the first time. Looking back across my stories, I quickly spotted a pattern: I light up when I'm creating space for people to explore and share their stories. So I decided to stop looking for a “real job”, and instead set out to build a business (and a movement) to help people use their stories to do more good in this world.
Because when people explore their own stories (instead of just consuming everyone else's), they find clarity, connection, and the courage to act on what matters most. That's the kind of change I want to be part of.
Story first, then telling
Now I help leaders and teams become Story Explorers.
Here's what I've learned in 20+ years of working with story: storytelling is two words, and most of us only ever focus on the tactics of telling. (And that's the part AI is getting very good at.)
So I start with story. The human layer underneath that connects us all. We mine our lived experience for meaning, wisdom, and purpose. Then we activate those stories to move people to act.
The leaders I work with are not short on experience. They're just too busy to pause and pull out what's powerful in it. So that's where we begin.
The 4 C’s of becoming a Story Explorer
1.
🔍 We get curious.
We pause and explore the stories that shape you by asking good questions, listening deeply, and uncovering the negative narratives that keep you stuck.
2.
🤝 We connect.
We use your stories to connect on a human level: to who you are at your core, to the people you want to reach, and to something bigger.
3.
📣 We communicate.
We shape your stories so they capture attention, stick in people's memories, and sound authentically like you.
4.
🌱 We create change.
Then you share those stories with confidence to spark meaningful change in your world, and in the world.
Does this sound like you?
Who I love working with
Over the years, I've had the honor of working with so many interesting people, helping them use their stories to advance their work, get clear on their bigger purpose, and connect more deeply with the people they want to serve. Across it all, these are the leaders I've seen the biggest breakthroughs with, and the people I most want to support as they step up, speak up, and take their good work further.
🧭 Leaders whose story is bigger than their job title
You've spent years doing work that matters. You're smart, you have real expertise, and you're ready for more. But you really don't like talking about yourself. So when a big moment needs your story, it comes out as boring bullet points, a confusing ramble, or a total freeze.
In 1:1 Story Coaching, we explore the superpower and wisdom already inside your story. You leave with clarity on where you're headed, practical skills to find the narratives in your life that matter, and the confidence to share your stories to create impact that ripples out far beyond you.
🤝 Leaders whose boss keeps asking for "more storytelling"
Your team is doing great work, but it's getting lost in silos and explained five different ways to five different stakeholders. (And nobody has time for one more bland training.)
In a story workshop, your team becomes Story Explorers, not just tellers. Together, they learn what makes a story effective, how to connect with their audiences on a human level, and how to find and shape the stories hiding in their work. They leave with a Story Bank they own, and they know how to use those stories to move their good work forward.
FUN FACTS
A few things I’m proud of on this twisty, windy, wonderful journey
🏆 I was named to Inc. Magazine's 2026 Female Founders 500, and I've been featured in Fast Company and Business Insider.
🏢 I've led 100+ story workshops and events for thousands of people, including teams at Airbnb, Deloitte, Pinterest, Stanford, Wabtec, and many major companies I can’t legally name publicly. (In one leadership program, storytelling confidence jumped +34%.)
🧭 I've coached hundreds of professionals through 1:1 Story Coaching and group programs, and I've watched them go from stuck to clear on what's next. (Like Monika, who went from "my brain feels scrambled" to a 10-year vision.)
🎤 I've spoken on the STORY Conference stage in Nashville. A literal dream come true, three years after attending and writing in my journal I wanted to be on that stage one day.
🎓 I completed 104 hours of coach training to become a Co-Active practitioner, and I'm certified by the Istoria Institute in Experiential Narrative Practice and Applied Narrative Intelligence.
📖 I'm writing my first book, Be a Story Explorer, coming in 2027.
🃏 I've collected 60+ tarot, oracle, and question decks and built a real expertise in the best fidget toys. (Ask me for recommendations.)
🎉 My audacious 10-year mission is to help 1 million people use their stories to create change and impact in the world.
WHY IT MATTERS
I truly believe that in the age of AI, your human stories are your greatest competitive advantage.
I started my career as a content producer, crafting stories to move audiences: to vote, to travel, to tune in. Today we're drowning in stories: the screens we stare at, the infinite scroll that keeps us hooked, and the AI slop writing the words we used to say ourselves.
Somewhere in there, story got flattened into content. And we're losing what story was built for: understanding each other.
What we're missing is space. Space to pause, explore our own stories, and really listen to each other's. But when we give ourselves the gift of that space, scattered experience becomes clarity, colleagues become collaborators, and good intentions become action.
After 20+ years in story, I'm more confident than ever: exploring our stories is how we motivate people to build a better future.
LET'S EXPLORE YOUR STORY
So, what could your story ignite?
You know there's a powerful story in your work, or your team's work. But right now it comes out flat, scattered, or not at all. And it's hard to see the story clearly when you're standing inside it, and you’re so busy you don’t have time to pause.
That's what a free, 20-minute Story Strategy Call is for. I want to help.
We'll talk about where you are, what's getting in the way, and what you want your story to make possible. You'll leave with a clear next step and a renewed conviction that your story matters.
Not quite ready yet? Join my newsletter for a free story workbook, story prompts and event invites.
Want to invite me to speak at your event, be a guest on your podcast, or contribute to an article you're writing? Reach out and let's connect
See What’s Possible
Read stories from me, my clients, and our community.
How one professional used Story Coaching to transform post-campaign uncertainty into career clarity.