Hi, I am
Michelle Lo Horton 👋
I turn founder stories into growth engines.
Want it?
I help founders turn their story into a content engine that builds trust + demand.
Don’t take my word for it — here are the videos that did it.
Want it?
I help founders turn their story into a content engine that builds trust + demand.
Don’t take my word for it — here are the videos that did it.
I’ve been there. More than once.
Zero Compounding
You’re posting consistently, but nothing is compounding.
Sounding Generic
You don’t know what to say without sounding like everyone else.
Lagging Behind
Your competitors look “ahead” because they have a clearer narrative.
Empty Views
Your content gets views, but it doesn’t turn into trust—or leads.
The Template Trap
You’ve bought courses, saved templates… and still feel stuck.
Mismatched Advice
Everyone has advice, and none of it fits your business.
I’ve been there. More than once.
Zero Compounding
You’re posting consistently, but nothing is compounding.
Lagging Behind
Your competitors look “ahead” because they have a clearer narrative.
The Template Trap
You’ve bought courses, saved templates… and still feel stuck.
Sounding Generic
You don’t know what to say without sounding like everyone else.
Empty Views
Your content gets views, but it doesn’t turn into trust—or leads.
Mismatched Advice
Everyone has advice, and none of it fits your business.
I’ve spent 10+ years building businesses and refining storytelling systems—so I can help founders turn attention into trust and demand.
I’ve spent 10+ years building businesses and refining storytelling systems—so I can help founders turn attention into trust and demand.
From New York to Singapore, I share keynotes on how story-driven systems build enduring trust and brand momentum. Explore my bio.
From New York to Singapore, I share keynotes on how story-driven systems build enduring trust and brand momentum. Explore my bio.
Founder + Operator
Building businesses since 2011
Building businesses since 2011
Founder + Operator
Creator of the Story ARC™ frameworks
Create and develop frameworks for founder-led storytelling series
Creator of the Story ARC™ frameworks
Create and develop frameworks for founder-led storytelling series
Systems Builder
Helped brands build content systems that compound into trust + inbound demand
Systems Builder
Helped brands build content systems that compound into trust + inbound demand
Studio & Education
Runs Story ARC Studio (DFY) + teaches the method through Bootcamp
Studio & Education
Runs Story ARC Studio (DFY) + teaches the method through Bootcamp
Global Perspective
Based between NYC + Singapore
Global Perspective
Based between NYC + Singapore
The ARC™ Score: A Practical Way to Measure Trust and Turn Content Into Demand
The ARC™ Score: A Practical Way to Measure Trust and Turn Content Into Demand
When I realized some dog walkers in NYC earn six figures, it wasn't because they were the cheapest—it was because they offered safety. In a market flooded with infinite content and cheap attention, trust has become the ultimate bottleneck.
This article breaks down why 'going viral' is often a distraction and introduces the ARC™ Score: a practical framework to measure whether you are building momentary noise or the kind of deep certainty that turns strangers into high-value clients.
When I realized some dog walkers in NYC earn six figures, it wasn't because they were the cheapest—it was because they offered safety. In a market flooded with infinite content and cheap attention, trust has become the ultimate bottleneck.
This article breaks down why 'going viral' is often a distraction and introduces the ARC™ Score: a practical framework to measure whether you are building momentary noise or the kind of deep certainty that turns strangers into high-value clients.
my mission
Help you turn your story into a growth engine. So you can:
01
Build a deep understanding of your audience (what they feel, fear, want)
01
Build a deep understanding of your audience (what they feel, fear, want)
02
Clarify your positioning + message (so you become the obvious choice)
02
Clarify your positioning + message (so you become the obvious choice)
03
Extract your founder story into repeatable angles and a season plan
03
Extract your founder story into repeatable angles and a season plan
04
Write content that earns trust and drives demand (not just “engagement”)
04
Write content that earns trust and drives demand (not just “engagement”)
05
Build an episodic storytelling system your team can run consistently
05
Build an episodic storytelling system your team can run consistently
06
Strengthen your brand on and off social (website, decks, pitches, sales)
06
Strengthen your brand on and off social (website, decks, pitches, sales)
07
Turn social into a predictable inbound channel—without guesswork
07
Turn social into a predictable inbound channel—without guesswork
How we can work together today
How we can work together today
1:1 Consultation (Done-with-you)
Not sure if it’s the right fit? See the options here →
1:1 Consultation (Done-with-you)
Not sure if it’s the right fit? See the options here →
A focused 60-minute session with me
A focused 60-minute session with me
Extract your core founder narrative + winning angles
Extract your core founder narrative + winning angles
Map a repeatable 3–5 episode mini-series you can execute immediately
Map a repeatable 3–5 episode mini-series you can execute immediately
Get clarity on positioning, hooks, and what to publish next
Get clarity on positioning, hooks, and what to publish next
Leave with a simple playbook your team can follow
Leave with a simple playbook your team can follow
Story ARC Bootcamp
Pricing varies by cohort / city
Story ARC Bootcamp
Pricing varies by cohort / city
Learn the exact framework my team uses to build founder-led storytelling series
Learn the exact framework my team uses to build founder-led storytelling series
Walk away with your Story ARC, your first episodes, and your publishing system
Walk away with your Story ARC, your first episodes, and your publishing system
Live training + implementation support (so you actually ship)
Live training + implementation support (so you actually ship)
Best for founders/marketers building content in-house
Best for founders/marketers building content in-house
Story ARC Studio (Done-For-You)
Story ARC Studio (Done-For-You)
For brands who want the full storytelling engine built and executed
For brands who want the full storytelling engine built and executed
Narrative extraction → series strategy → scripts → shoot plan → production support
Narrative extraction → series strategy → scripts → shoot plan → production support
Designed for compounding authority + inbound demand over time
Designed for compounding authority + inbound demand over time
Limited capacity (we take on a small number of brands at once)
Limited capacity (we take on a small number of brands at once)
I get these questions a lot
I get these
questions a lot
Need teams, institutions, or custom scopes? Let's discuss now
I get these
questions a lot
How I work
Who I work with
My style
Pricing / ways to start
How I work
Who I work with
My style
Pricing / ways to start
Build an arc.