THE HOME OF
NARRATIVE
DESIGN THINKING
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A methodology for helping emerging-tech companies find Narrative-Market-Fit when entering a new market.
Emerging technologies can travel globally, but the meaning people attach to them does not always travel with the product. Narrative Design Thinking (NDT) helps teams understand how a new market perceives, interprets, and responds to what they are building - and shape the narrative needed for that market to understand, trust, and adopt it.
Inspired by Design Thinking , NDT was developed specifically for emerging-tech companies navigating markets where existing categories, language, and mental models may not yet be enough.
Built for AI, Web3, Quantum, and other emerging-tech companies entering new markets where their existing product-market fit, reputation, or category does not automatically translate.
Developed with academic rigor. Tested in real markets.
Narrative Design Thinking has been academically advised by professors from Waseda University and Stanford Graduate School of Business , and successfully applied with US-based emerging-tech enterprises entering Vietnam through Souls Lab .
Beyond market applications, NDT has been used with leading business schools, incubators, and accelerators across Vietnam, the US, and Singapore to help founders and builders navigate emerging technologies, new markets, and evolving market narratives.
NDT PROCESS
NDT follows 5 phases , moving from market observation to market conviction:
Read the market before shaping the narrative.
TENSION
Identify the unresolved conflict between where the market is and where it needs to go.
ARCHITECTURE
Turn that tension into a narrative structure people can understand, internalize, and repeat.
DIFFUSION
Enable the narrative to travel through credible people, communities, and networks
The Measurable Metric where a narrative deeply penetrates an ecosystem.
FOUNDING PARTNER
Founder of Narrative Design Thinking™ | Founding Partner, Souls Lab
I believe the next generation of technology companies will win not only by building what is possible, but by shaping how people understand, trust, and believe in it. Narrative Design Thinking exists to bridge the gap between technological possibility and human perception.
Follow Souls Lab to see how Narrative Design Thinking is applied to emerging technology, from market entry and GTM to building conviction around new products and ideas.
Explore Souls Lab
The NDT Fellowship is for builders, strategists, creatives, and emerging narrative designers who want to develop the thinking and practice behind Narrative Design Thinking.
Join the NDT Fellowship