James Hurman

What is a brand story, and why does a start-up need one anyway? Plus: win a branding session with Storytech worth $500


What is a brand story, and why does a start-up need one anyway? Plus: win a branding session with Storytech worth $500

Start-up founders or small business owners often become skeptical when they hear words like ‘brand’ and ‘story’ thrown around. Storytech founder James Hurman breaks down why every start-up needs a compelling story – and how it doesn't necessarily have to cost the founder an arm and a leg. Plus: we're giving away a free branding session with Storytech worth $500. Read on to find out more.


Traditional agencies and brand strategists may be a luxury only big companies can afford, but that might be set to change if James Hurman has anything to do with it. After two years in the making, the Previously Unavailable founder has just launched Storytech, an online platform that takes small to medium businesses on an online, do-it-your-self brand strategy process and helps them come out the other end with an exciting story to tell. We talked with Hurman about why New Zealand entrepreneurs and start-ups often struggle to tell – and sell – their story.

Design Month, brought to you by DNA

At Idealog, we regularly celebrate our community’s brilliance. But for our just released design issue, we wanted to showcase some of that brilliance in a slightly different way. So we contacted Lego to see if it could provide a few blocks to send out to some of our favourite humans from the fields of art, design, architecture and creative business. Here's what Previously Unavailable's James Hurman came up with.

Year in Review 2016, brought to you by Kiwibank

In the latest edition of our series asking some of Aotearoa's best-known businesspeople and visionaries to take a step back and offer their insights on how the past year has gone and how the future might unfold, we chat with Previously Unavailable's James Hurman.


When we think of luck, we often associate it with things like winning the lottery or finding a four-leaf clover. They’re unlikely happenstances that have a 1-in-a-million chance of actually happening and are completely out of our control. However, what if I was to tell you that it is possible to learn to be luckier?