Scripting the Future by Dr. James McCabe

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Scripting the Future by Dr. James McCabe

November 18 @ 6:30 pm 8:00 pm

“The future is a conversation waiting to happen.”  

Whatever we do for a living and wherever we work, we compete in the Attention Economy. Human attention – not data – is the oil of the twenty-first century as mobile screens dominate our daily lives and tasks. How do we earn, sustain and reward that human attention?  


Join Dubliner Dr. James McCabe, award-winning poet, Oxford scholar and pioneer of corporate narrative, to rethink the way you communicate and build on your innate Irish talent for storytelling.   In this interactive session, we explore the field of classical story design to help you communicate just like a professional storyteller in media or the arts. Why? Because these people are the experts in human attention – unlike many gurus in the business world whose communication is built on rhetoric.  


We are delighted that Dr. James McCabe has customised this event exclusively for our community and also integrated break-out sessions to help us connect and apply our learnings:

  • Learn the difference between persuasion and involvement – between argumentative rhetoric and dramatic narrative
  • Recognise the classical patterns behind all great stories in all existing media
  • Explore the groundbreaking applications of classical story already in business
  • Apply story thinking and dramatic questions to your own business field and function
  • Learn how to design your mails, slides, podcasts, infographics and clips like an actual storyteller


When:         Thursday 18th November 2021, 18:30-20:00 CET

Where:        Online:  Zoom link shared with registered participants  

RSVP by:    Monday 15th November 2021 (Register below)  

Fee:             Free of Charge                    

Kindly sponsored by the Government of Ireland Emigrant Support Programme    

Queries:    Please contact us at committee@irishbusinessnetwork.ch


Dr. James McCabe is an award-winning poet and Oxford scholar schooled in literary storytelling. The Dubliner has spent decades on the continent advising major and younger corporations and organisations of all kinds in the ways of dramatic story. James designed the very first global marketing idea for Siemens – Answers – back in 2004 and in 2015 he articulated their new digital ecosystem MindSphere. He has worked with over seventy entities across hundreds of narrative projects. He is a regular on the Swiss coaching circuit where his Fable workshops are well known.    

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 About Us:

The Irish Business Network Switzerland (IBN) is a network of professionals living and/or working in Switzerland who are Irish or have an affiliation with Ireland. Membership is free, and our members represent a diverse range of backgrounds, skills and experiences. We are actively supported by Enterprise Ireland, the Irish Department of Foreign Affairs and Eamon Hickey, Ambassador of Ireland to Switzerland.

The IBN is a registered non-profit association, managed by its members on a voluntary basis.

By registering for this event, participants release IBN and the organiser from any liability claims related to any direct or indirect damages, including, but not limited to injury, accident or illness.

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