Story League

Where Luke started

Luke Buesnel was fresh from starting Story League, his content agency, when he and Tristan first connected at a networking event.

He had a ton of media experience — director at a media agency, radio broadcaster, journalist, corporate communications. He knew how to produce excellent content. He had no idea how to run a business.

“I went into business with the idea to do things better because I came out of the corporate world. We used a content creation business and were charged 30 grand to have one blog post delivered a week. It would come to me and I’d have to rewrite each piece because it was awful. So my business was founded on: we do good content because most content is crap.”

The problem: that message didn’t resonate with anyone. Leads weren’t converting. When they did come in, he could never close them.

The real problem

Luke had every skill needed to deliver an exceptional service. He had no skills for running the business around it — finance, sales process, client communication, staff onboarding, or productisation.

He was offering “copywriting, videos, and podcasts — whatever you want.” Prospects didn’t know what they were buying. Neither did Luke.

What we worked on

Messaging and productisation. The shift from “we do good content” to “we’re a lead generation business that uses content as our vehicle” was the first unlock. Then came three defined content packages — scoped, priced, and deliverable by a team rather than requiring Luke on every project.

Systems for delivery. PM workflow, client onboarding process, brief templates. Built so a hire could walk in and operate without Luke making every decision.

LinkedIn and email outreach. Predictable lead generation replaced referral-only. The pipeline filled faster than Luke could handle, which created the next problem: he needed to hire.

The first hire. Reese was found, briefed, and onboarded against the system Luke had built. On day one she said his processes were so easy to follow she knew what she was doing immediately. That was the proof point.

Where Luke is now

Story League has a strong client base and a team that can deliver without Luke in every project. Services are productised — the same process repeating across multiple industries. Content published in Forbes, GoDaddy, Smart Company, and other high-read publications.

In Luke’s words: “I’m in a great place and working towards achieving my purpose. Tristan is a phenomenal person to have in your corner. He has your best interest at heart and offers unbiased, practical advice — and he’ll support and encourage you no matter what.”