Jill McAbe is a writer, story facilitator, and creator of frameworks that empower people to achieve their potential.

With an early education in the performing arts and a Master of Arts in Leadership, Jill has spent years designing experiential training activities that make learning and group transformation more effective... and more fun.

Drawing on her extensive background leading organizational change and brand transitions, Jill created the STORI™ method to help marketers use character-stories to build brands that move people to action.

During a recent work sabbatical, Jill developed WRITEMOVES™, a character-first story literacy framework that invites groups to map character transformation and write resonant narratives together.

Jill lives in Victoria, BC, and enjoys hiking with her dogs, collaborating on independent screenplays, and working on her novel.