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Storytelling for Founders · Build Your ARC
United States · 2026
Turn years of founder experience into one story people remember.
Los Angeles · San Francisco · Boston · New York
Why I created The Story ARC™
You already have the experience. What's missing is a way to choose the moment that matters.
I created The Story ARC™ because everything about growth was getting harder. But one thing worked better than anything else: sharing stories. First I used them for clients. Then I used them for myself. The Story ARC™ is the method I built from what kept working.
- You know you have stories.You can't tell which moments matter.
- You can explain your business.You can't make people feel why you built it.
- Writing about yourself feels performative.You don't want to turn your private life into content.
- The draft sounds polished.It still doesn't sound like you.
By the end of the workshop
You'll leave with one finished founder story.
Say what you believe
Put your point of view into words so the story could only have come from you.
Write the story
Use the five-part Story ARC to turn one real experience into a complete script.
This is a practical introduction to the larger Story ARC™ method. Your finished script can become a video, post, talk or introduction.
Find my citySee what this looks like in the wild.
Michelle wrote these five stories for her own channels using the same Story ARC™ thinking she will teach in the workshop.
Hear it from the founders who took the workshop.
“I was used to the hook, story, offer kind of deal. Here, you learn about a complete arc. Michelle’s energy is frankly amazing.”
Henry HerazoFounder, GlowInt
“The practices activated me and helped me put together more of my story. Now that I have a foundation, I can take off with that.”
Theia ZoFounder, Jungle Flower
“It gives me a path to follow. Before, I was just following trends and seeing what others were doing. Now I can do less work for better quality.”
Marialeja Barco & Juan LópezFounders
US workshop tour
Choose your city.
Pick your city to see the time, venue and attendance details. Places are limited. Sign-up closes when full.
Made possible by ARC Lab and our event partners.
Upcoming workshops
Los Angeles
18 September 2026Downtown LA
Register for LA
San Francisco
22 September 2026Downtown SF
Register for SF
Hosted withFounderLed Media
Boston
23 September 2026Live, in person
Register for BOS
New York
25 September 2026Midtown Manhattan
Register for NY
Past workshops
New York
22 July 2026Event concluded
Completed
Hosted with
Miami
30 July 2026Event concluded
Completed
Hosted with
Founder · storyteller · strategist
Michelle Lo Horton
Founder and CEO, The Story ARC™
Your coach
Michelle Lo Horton
Michelle Lo Horton is the founder and coach behind The Story ARC™ and the creator of Audience Relationship Capital.
She developed The Story ARC™ after building a seven-figure growth agency and seeing growth get harder across every channel while one thing kept working better than anything else: sharing stories. She used them first for clients, then for herself.
Today, she uses the method in her own work and coaches founders and leaders to turn what they have lived and learned into stories people remember. In this workshop, you work with Michelle directly.
- 5M+Views
- 90K+Global followers
- 4,000+Online workshop attendees · 98 markets
- 500+In-person workshop attendees · 4 markets
Before you register
Questions founders ask.
Do I need storytelling or writing experience?
No. Bring an experience. Michelle will help you find the story in it and get it onto the page.
Do I have to share something deeply personal?
No. Storytelling doesn't mean telling strangers everything about you. You choose what feels right to share.
Is this useful if I am not active on social media?
Yes. You can use the story in a talk, podcast interview, sales conversation, team meeting or on your website.
Is this the full Story ARC™ program?
No. This is a focused introduction to the method and a complete working session around one story. At the end, Michelle will briefly explain ways to continue through Build Your ARC, the Storytelling Challenge or ARC Lab. You will still leave with a finished story whether or not you continue.
What should I bring?
Bring a laptop. It is required because you will use it to write your story during the workshop. Also bring one real experience you'd like to work with. We'll send any other instructions with your registration details.
Where can I find venue and attendance details?
Choose your city above for the latest time, venue and attendance information.