In this episode of Empathetic Presence, I sit down with Christina Ferguson, founder and chief storyteller at Parable, to explore how words are "the primary vehicle in which we are human."

Christina helps mission-driven organizations and leaders tap into their true identity—not by branding something external onto them, but by letting what's already inside come out. We dive deep into why so many of us struggle with our voices, whether written or spoken, and how we've lost the art of self-reflection in our hyper-connected world.

What we explore:

• Why identity work must come before mission and vision
• How AI is removing the essential friction from our creative process
• The difference between branding (stamping something on) and authentic expression (letting what's in come out)
• How organizations can stay true to their values in challenging moments
• Practical ways to develop self-knowing through reflection and spaciousness

Christina shares her process of helping clients excavate their mission through questions rather than quick fixes, and why she believes "the process is the point."

This conversation will resonate with anyone who wants to express themselves more authentically—whether you're leading an organization or just trying to find your own voice in a noisy world.

Christina is a storyteller and meaning-maker. As the Founder and Chief Storyteller at Parable, she empowers leaders to put fresh, compelling words to who they are, where they're headed, and how they'll get there. Christina's expertise in communications, strategy, sales, and change management makes her a powerful partner for leaders and teams looking to scale more authentically. Christina has held positions in both the for-profit and nonprofit sectors, including nonprofit fundraising firm Graham-Pelton, Georgetown University, and Ashoka. Christina holds a Bachelor of Science in Finance from Villanova University and a Master of Public Policy from Georgetown University. She is a graduate of the Leading Organizational Change program through Wharton Executive Education at the University of Pennsylvania.

Learn more about Parable

Connect with Christina

Read Superbloom by Nicholas Carr