SOULS.LAB — 2026

Capital moves fast. Narrative closes the round.

We build the narrative infrastructure that turns protocols, models, and portfolios into legible, fundable, lasting futures.

40+
Web3 Protocols
$1M
Marketing Budget Handled
6×
Avg. Conviction Density Lift
10M+
Organic Impressions Generated
The Methodology

Narrative Design
Thinking is not
copywriting.

In Web3 and AI, technology is table stakes. The round goes to whoever owns the frame — whoever arrives first with the story that makes builders build, LPs re-up, and communities form around shared belief.

Souls Lab pioneered Narrative Design Thinking (NDT) — a structured approach to narrative as a design discipline, not a layer of communication. It reframes storytelling as a system for shaping perception, reducing uncertainty, and coordinating belief across builders, investors, and communities.

NDT moves from deep market immersion to identifying narrative tension, structuring meaning, and iterating through real-world feedback — transforming early interpretation into measurable Conviction Density. As a continuous loop, it refines belief over time until it becomes Collective Conviction — where people don't just understand the story, they invest on it.

1

Immersion

Map the full perception landscape before designing a single word. Understand audience insights, cultural context, and the existing belief system your narrative must enter. You cannot change what you haven't deeply understood.

Perception Landscape Audience Insights Cultural Context
2

Narrative Tension

Every compelling story lives inside a conflict. We define the core tension your narrative must resolve — framing the friction between where your audience is and where they need to go. Tension is not a problem to avoid. It is the engine of belief change.

Define Core Conflict Frame Friction Establish Tension
3

Narrative Architecture

Design the complete story structure: narrative arcs, character roles (hero, enemy, guide), themes and metaphors. This is the blueprint — every pitch deck, every LP update, every community post flows from this architecture. Built once. Deployed everywhere.

Design Narrative Arcs Assign Roles Define Themes & Metaphors
4

Narrative Diffusion

Strategize the spread. Activate the right channels and media to move your story from its origin point into the full ecosystem — investors, builders, community, media. Diffusion is not distribution. It is the designed propagation of belief through every relevant network node.

Strategize Spread Activate Channels & Media
5

Conviction Density

Measure what actually matters — not reach, but depth of belief. Conviction Density tracks whether the market has truly internalized your narrative: are people repeating your ideas in their own words, defending the story unprompted, and recruiting others without being asked? This is the signal that belief has compounded into Collective Conviction.

Measure Belief Depth Collective Conviction Narrative ROI
Read Our Methodology
Applied Narrative Design Thinking

Three practices.
One principle.

01
Applied NDT for VCs New Media
LP NarrativesNew Media PackageDeal FlowThesis Crystallization
→
02
Applied NDT for Web3 GTM Protocols
Genesis NarrativeGTM StrategyTokenomics StoryCommunity Activation
→
03
AI-adaptive NDT
NDT AllianceCategory DesignTransformation StoryEmbedded Designer
→
Who We Serve

Capital allocators
and protocol builders
of Web3.

VC — 01
Web3 / AI
Venture Funds
Transform how your fund tells stories — across deal memos, LP communications, portfolio positioning, and public thought leadership. Embedded New Media team across a fragmented portfolio.
Explore →
WEB3 GTM PROTOCOLS — 02
Web3 GTM
Protocols
Launch your protocol into a market that's seen everything. We design Narrative-product-market-fit strategies that build genuine community conviction before, during, and after launch.
Explore →
ENTERPRISE — 03
Narrative Design Thinking Alliance for AI Enterprise
A curated membership organization bringing together AI companies, Web3 protocols, foundations, VC firms, and community & media networks — united around one belief: in emerging markets, whoever designs the narrative designs the outcome.
Explore →
In Practice

How NDT actually
moves market?

MOMENT — 01
Conviction-Centered Design
Most teams ask: what should we communicate? NDT starts earlier — what belief needs to emerge? Working upstream of content, shaping how people interpret the problem and why your answer is inevitable.
MOMENT — 02
Narrative-Market Fit
Product-market fit tells you people want what you built. Narrative-market fit tells you people believe in why. NDT tests narratives as hypotheses — refining until the market adopts the story as their own.
MOMENT — 03
Conviction Density
Reach is easy. Conviction is rare. NDT measures depth of belief — not impressions. Are people repeating your ideas in their own words? That is the signal conviction has compounded.
MOMENT — 04
The Bear Market
When prices fall, weak narratives collapse first. NDT builds the conviction infrastructure that survives cycles — keeping builders building when the chart stops going up.
The NDT Manifesto
The most powerful technology in the world still needs someone to explain why it matters. We are the people who do that.
— Anh Le, CEO Souls Lab
Subscribe Substack →
Service 01 — Venture Capital

Applied NDT
for Web3 VCs

Your thesis is sharp. Your portfolio is real. But do LPs feel it? The New Media Package builds the narrative infrastructure that turns your fund into the signal every serious Web3 builder follows.

Explore the Package
Souls Lab — 2026
The Problem

VCs talk about deals.
Great VCs
shape the
conversation.

a16z built New Media before announcing $15B raised. New Media became their defensive moat — not their marketing. Founder preference compounded, the best deals came inbound, and LP conviction held through downturns. Funds are now competing not just on capital — but on execution leverage.

Souls Lab builds the narrative infrastructure that puts your fund in that position — the one founders choose before the term sheet, and LPs re-up into through every cycle.

What We've Seen
73%
of LPs say a fund's public narrative influences re-up decisions
4×
more inbound deal flow for funds with consistent narrative presence
60%
of founders research a VC's public narrative before taking a first meeting
NDT Services

One engine.
Three layers of leverage.

01

The Full New Media

Your fund's permanent media infrastructure — owned, not rented. We build and operate the fund's owned channels, establish a consistent voice and narrative across the fund and portfolio, and create a repeatable creative system that compounds over time.

Owned Channels Voice System Content Engine
02

Go-to-SEA Distribution

1,500+ vetted creators and KOLs, ready to activate on launch day. Orchestrated launches across media, creators, and communities — built specifically for product launches, strategic milestones, and announcements that need to move markets.

1,500+ KOLs Creator Network Launch Activation
03

High-Signal Talents

The people who execute when it matters most — embedded, not outsourced. We train media-native operators, deploy them directly into portfolio companies, and run events that both build talent and strengthen the fund's public image.

Embedded Operators Portfolio Deployment IRL Events
New
Signature Package
The New Media Package

We operate as infrastructure, not a vendor. Our role is to sit inside the fund and its portfolio at critical moments — shaping narrative, activating distribution, and executing launches when timing matters most.

What's Included
Your in-house New Media team — Own and run the fund's media channels: content calendar, voice system, narrative positioning. You focus on deals; we handle the signal
Portfolio Amplification — Every portco gets access to Souls Lab's launch infrastructure at exclusive rates
A Pre-Built Talent & Creator Network — Training programs, IRL events, creator networks, all co-branded with your fund. Ecosystem presence without event overhead
NDT Alliance Special Invitation — An exclusive invitation to the NDT Alliance: the network of narrative-first funds, operators, and AI enterprises shaping the next era of venture storytelling in Asia
Co-Brand Visibility — Featured as a Founding Partner across Souls Lab's full ecosystem: media channels, flagship programs, builders network, and public-facing content
START THE CONVERSATION →

New Media is
the new moat.

The best venture funds in the world are deploying narrative, distribution, and media infrastructure. Souls Lab builds that infrastructure — for funds that want to lead the next cycle.

Work with us → Explore NDT Alliance →
Service 03 — AI Enterprise

Applied NDT
for AI Enterprise

AI transformation is not a technology problem — it is a narrative one. The NDT Alliance embeds forward-deployed narrative designers inside your organization to lead the story from within.

Explore the Alliance
Souls Lab — 2026
The Challenge

Your AI is real.
Does anyone
believe it?

Enterprise AI adoption fails most often not because of technical gaps, but narrative gaps. Employees don't trust the change. Customers don't understand the value. Regulators don't feel addressed. The board sees risk, not opportunity.

The NDT Alliance treats narrative as infrastructure — designed, tested, iterated, and deployed with the same rigor as the technology itself.

The Alliance Model
1

Embed, Don't Consult

Our designers join your team, attend your meetings, and feel your culture before designing for it.

2

Story Before Slide

We start with the human experience of AI, build the narrative structure, then the communications.

3

Measure Belief

Track comprehension, trust scores, adoption sentiment — not reach and impressions.

Service Areas

Narrative design
for every AI layer.

Internal Transformation Narrative

Design the internal story arc: what changes, what stays the same, what this means for every role. Employees understand, embrace, and advocate for AI adoption.

Customer-Facing AI Story

Translate technical AI capability into human-centered value. Help customers feel the benefit before they can articulate the mechanism.

Regulatory & Board Narrative

Design communications that address risk, build trust, and demonstrate responsible AI deployment in the language that matters to each audience.

Category Ownership

Define the category before a competitor does. Name, frame, and claim your space in the emerging AI landscape using NDT methodology.

Crisis Narrative Preparation

Design the narrative architecture for when things go wrong — AI errors, data controversies, workforce impact. Pre-built stories for hard moments.

Ecosystem Storytelling

Help AI platforms tell the story of their ecosystem — partners, developers, and customers as protagonists in a shared mission narrative.

NDT
Signature Package
The NDT Alliance Package

A 6-month embedded narrative design partnership for AI enterprises navigating transformation, market positioning, or ecosystem expansion. Minimum: 1 forward-deployed narrative designer, full-time.

What's Included
1 Embedded Forward-Deployed Narrative Designer — full-time, 6 months
NDT Immersion Sprint — 2-week discovery: stakeholder interviews, culture mapping, narrative audit
AI Transformation Narrative Blueprint — complete multi-audience story architecture
Internal Communications System — templates, scripts, manager guides for AI change comms
Category Definition Document — the single framing that establishes market ownership
Executive Narrative Coaching — monthly C-suite sessions on storytelling for boards and investors
External Content Program — 24 flagship pieces over 6 months
Knowledge transfer — leave with a methodology, not a dependency on Souls Lab
Apply for NDT Alliance →

The forward-deployed model
is the only model that works.

AI transformation narratives designed in isolation fail. Success requires someone inside — who feels the politics, the fear, the hope — and designs from there.

← Back to Souls Lab Train Your Own → SoulsU
Service 02 — Web3 GTM Protocols

Applied NDT
for Web3 GTM Protocols

The whitepaper describes the machine. The narrative builds the cathedral. From genesis story to token launch — we design the complete GTM narrative system that makes your protocol feel inevitable.

Explore the Package
Souls Lab — 2026
The Reality

Most protocols
launch.
Few protocols
land.

The graveyard of Web3 is full of technically brilliant protocols that couldn't explain why they mattered. Whitepaper quality is not enough. Token mechanics are not enough. Even a great team is not enough without the narrative infrastructure to convert attention into adoption.

We work with protocols at every stage — from pre-launch to post-launch ecosystem storytelling — using NDT to design the story system that makes your protocol inevitable.

The GTM Narrative Stack
1

Genesis Narrative

The founding myth — why this, why now, why you.

2

Technical Translation

Architecture stories for developers, investors, and community.

3

Community Activation

The narrative that builds an identity, not just an audience.

4

Institutional Pitch

Foundation & VC narratives — the story for those who write checks.

5

Ecosystem Mythology

The long story — how your protocol becomes a movement.

Our Services

Four services.
One growth engine.

01

Go-to-Vietnam Market

Full narrative and market-entry strategy for funds and protocols entering the Vietnamese Web3 ecosystem. We map the landscape, build the local story, and open the right doors.

Pho Strategy Banh Mi Strategy Cafe Strategy
02

Full-stack Content for Social Growth

The complete content infrastructure: strategy, writing, design, video, distribution, and analytics — all managed by one embedded narrative team operating inside your organization.

Strategy Twitter/X LinkedIn Substack Podcast
03

Short-Form Video Services

Scripting, production, and distribution of short-form video content for TikTok, YouTube Shorts, and Instagram Reels. Translate complex Web3 and AI ideas into stories that move.

TikTok YouTube Shorts Reels
04

Exclusive Campaigns with 1500+ Souls Creators Network

Instant run campaigns with small budget and distribute to our pre-vetted creator and KOL network across SEA and globally.

Strategy Campaigns Creators Network
Trusted by
Signature Package
The GTVM Package

Complete go-to-market narrative and growth strategy for Web3 protocols launching or expanding to the SEA market.

What's Included
Genesis Narrative Document — founding story, why-now analysis, protocol mythology
Technical Translation Layer — explanation system for developers, investors, and community
GTM Story Map — timeline of narrative beats from launch to ecosystem maturity
Community Activation Playbook — narrative-driven Discord, X, Mirror strategy
Strategic Partnership Enforcement — structure and narrative for the strategic partnership enforcement
Content & Campaign Launch — 30-day launch narrative, 10 flagship pieces, campaign strategy
Ongoing NDT Advisory — monthly narrative strategy sessions for 6 months post-delivery
Read Case Studies → Design Your GTVM →
Web3 Protocol Storytelling
"The whitepaper describes the machine.
The narrative builds the cathedral."
— Souls Lab NDT for Web3 Protocols
Start with a Narrative Audit → ← Back to Souls Lab
Program — Training

Train to become
a certified narrative designer.

SoulsU is the world's first certification program for forward-deployed narrative designers — practitioners trained in NDT methodology and placed inside the organizations shaping Web3 and AI.

Apply for SoulsU
Souls Lab — 2026
A New Role

The world needs
narrative designers
on the frontier.

Forward-deployed narrative designers are a new kind of practitioner. Not copywriters. Not strategists. Not brand consultants. People who move between the technical and the human, between the organization and the market, between the present and the possible — and design the story that connects all of it.

SoulsU trains these people and places them with the organizations that need them most: Web3 protocols, AI enterprises, and the venture funds that back them both.

10,000+
Web3 and AI organizations globally with no dedicated narrative design capacity
$0
formal certification programs for this role — prior to SoulsU
100%
placement rate for SoulsU graduates across Cohorts 1 and 2
The Program

12 weeks.
Three transformations.

PHASE 01 · Weeks 1–3
NDT Foundations
Master the Narrative Design Thinking methodology — theory, tools, and mindset. Deep dives into narrative theory, cognitive framing, and the specific challenges of Web3 and AI storytelling.
PHASE 02 · Weeks 4–6
Applied Practice
Live client work with Souls Lab's portfolio. Students work in pairs on real briefs, presenting weekly to practitioners for feedback that sharpens instinct and craft.
PHASE 03 · Weeks 7–10
Specialization Track
Choose your path: Web3 Protocol Narrative, VC & Fund Storytelling, or AI Enterprise Transformation. Deep craft work in your chosen vertical with practitioners as mentors.
PHASE 04 · Weeks 11–12
Deployment Ready
Portfolio completion, placement interviews, and a capstone project demonstrating your ability to operate as a forward-deployed narrative designer. Graduation + certification.
Specialization Tracks

Three paths.
One certification.

Track A

Web3 Protocol Narrative

Genesis narratives, technical translation, tokenomics stories, governance activation, ecosystem mythology. Built for those heading to blockchain foundations and DeFi protocols.

Track B

VC & Fund Storytelling

Thesis crystallization, LP communications, portfolio story systems, and new media production. Built for those heading to venture firms, family offices, and investment platforms.

Track C

AI Enterprise Transformation

Internal change communication, external AI narrative, regulatory storytelling, and category design. Built for those heading to AI companies and enterprises deploying AI at scale.

Who Should Apply

Built for the right people.

You are a great fit if…
✓ You have 2–7 years in writing, strategy, product, marketing, or design
✓ You're genuinely curious about Web3, AI, or venture capital
✓ You believe story is a design problem, not just a talent problem
✓ You want to be embedded, not advisory — you work inside the problem
✓ You can thrive in ambiguity and rapid, high-stakes change
You may not be ready if…
○ You're looking for a copywriting or content marketing course
○ You want to remain in an advisory capacity — we train operators
○ You're not willing to commit to the full 12 weeks of the program
○ You expect a passive learning environment — this is practitioner-first
COHORT 2026 · APPLICATIONS OPEN

50 seats.

Applications close when full.

We review every application personally. We care about curiosity, craft, and the courage to work in genuinely hard environments.

Apply for SoulsU Cohort 2026 →
VN
Service 01 — Market Entry

Go to Vietnam Market

Full narrative and market-entry strategy for funds and protocols entering the Vietnamese Web3 ecosystem. We map the landscape, build the local story, and open the right doors.

Why Vietnam

The next frontier
is already here.

Vietnam is one of the highest Web3 adoption markets globally — a young, tech-savvy population, a booming developer community, and a regulatory environment actively courting blockchain innovation.

But the window is narrow. The funds and protocols that establish narrative authority now will own the ecosystem for the next decade. We help you move first — and move right.

What's Included
→
Vietnam Market Narrative — localized story for Vietnamese founders, communities, and media
→
Ecosystem Map — key players, KOLs, communities, and media contacts
→
Local Partnership Strategy — introductions and relationship playbook
→
Community Activation Plan — Discord, Telegram, local events, and KOL seeding
→
Vietnamese Content Package — translated and culturally adapted flagship content
→
3-Month Advisory Retainer — embedded support through your Vietnam launch

Ready to enter
the Vietnam market?

Limited engagements per quarter. Applications reviewed personally.

← Back to For VCs See All Services
SG
Service 02 — Content Strategy

Full-stack Content
for Social Growth

End-to-end content strategy and production across Twitter/X, LinkedIn, Mirror, and Farcaster. From editorial calendar to published posts — designed to compound your narrative authority week over week.

The Approach

Content that
compounds.

Most Web3 social content is reactive — market commentary, announcement reposts, generic threads. It doesn't build a point of view. It doesn't attract the right audience. It doesn't close rounds.

We design content systems that compound: each piece reinforces your thesis, expands your reach, and moves the right people closer to conviction. Narrative authority is built over months, not moments.

What's Included
→
12-Month Editorial Calendar — topic clusters, content mix, platform strategy
→
Weekly Content Production — threads, essays, LinkedIn posts, Mirror articles
→
Ghostwriting for Partners — named bylines, authentic voice, zero compromise
→
Farcaster & Warpcast Strategy — native Web3 social presence built for crypto-native audiences
→
Analytics & Belief Metrics — track narrative penetration, not just impressions
→
Monthly Strategy Sessions — narrative refinement based on market feedback

Ready to build
narrative authority?

Limited engagements per quarter. Applications reviewed personally.

← Back to For VCs See All Services
VD
Service 03 — Video Production

Short-Form
Video Services

Scripting, production, and distribution of short-form video content for TikTok, YouTube Shorts, and Instagram Reels. Translate complex Web3 and AI ideas into stories that move — literally.

Why Short-Form

The attention
is already there.

TikTok has more Web3-curious users than any blockchain forum. YouTube Shorts drives more developer discovery than any whitepaper. The audiences you need are already watching — they just haven't found you yet.

We script, produce, and distribute short-form video that makes complex ideas feel inevitable. No jargon. No dry explainers. Narrative-driven content that earns attention and builds conviction.

What's Included
→
Monthly Video Calendar — 12–20 short-form videos per month across platforms
→
Script & Narrative Design — every script engineered for retention and conviction
→
Full Production — filming direction, editing, captions, and platform optimization
→
Multi-Platform Distribution — TikTok, YouTube Shorts, Instagram Reels, X Video
→
Trend Integration — real-time adaptation to trending formats and audio
→
Performance Analytics — weekly reporting on reach, engagement, and audience growth

Ready to own
the feed?

Limited engagements per quarter. Applications reviewed personally.

← Back to For VCs See All Services
FS
Service 04 — Complete Package

Full-stack Content
Creation Package

The complete content infrastructure: strategy, writing, design, video, distribution, and analytics — all managed by one embedded narrative team operating inside your organization.

The Full Stack

One team.
Everything covered.

Most organizations hire separately for strategy, writing, design, video, and distribution. The result is fragmented content with no coherent narrative thread. Each piece is technically fine; together they say nothing.

The Full-stack Content Creation Package puts one embedded narrative team across all of it — one strategic thread, consistent voice, and compounding content output that builds real narrative authority over time.

What's Included
→
Narrative Strategy — master brand narrative, audience architecture, editorial direction
→
Written Content — essays, threads, newsletters, whitepapers, LP updates
→
Visual & Design Content — infographics, carousels, brand-consistent visual assets
→
Short-Form Video — TikTok, YouTube Shorts, Reels — scripted and produced
→
Multi-Platform Distribution — scheduled, optimized, and managed across all channels
→
Analytics & Optimization — monthly reporting with narrative penetration metrics
→
Embedded Team Access — direct Slack access to your narrative team, daily

Ready for the
full stack?

Limited engagements per quarter. Applications reviewed personally.

← Back to For VCs See All Services
Flagship Program

The
NDT Alliance

NDT Alliance brings together AI companies, Web3 protocols, foundations, and media communities — united around one belief: the next wave of technology adoption will be won through narrative, not just product.

Apply to Join
Souls Lab — 2026
The Model
What's Included
→
Access the Souls Narrative Designers Network — a curated pool of NDT-certified designers ready to deploy
→
Run campaigns with the Souls Narrative Designers Network — activate designers to build conviction for your products through their voices
→
Bring your AI tools to mass adoption — get your product into the hands of the next generation of narrative professionals
→
Become a sponsor of the Web3 Marketing x AI Summit — the flagship event shaping conviction-driven marketing
→
Monthly webinars & X Spaces — share your product story with the Alliance community
→
Quarterly Alliance convening events — connect with members across AI, Web3, and media
→
24 Flagship Content Pieces — over 6 months, distributed across the Souls ecosystem
NDT
Membership, not a vendor.

Membership,
not a vendor.

NDT Alliance brings together AI companies, Web3 protocols, foundations, and media communities — united around one belief: the next wave of technology adoption will be won through narrative, not just product.

At the center is a new kind of professional: the Narrative Designer — trained in the NDT framework, equipped with AI tools, and deployed to build conviction for the organizations they work with.

APPLY TO JOIN NDT ALLIANCE →
Who It's For

Three types of
organizations.

01

AI Companies

From early-stage startups to scaling enterprises — AI companies building products that need a market to believe in them before it can fully understand them.

02

Web3 Companies & Foundations

Protocols, foundations, and on-chain projects that know conviction is the foundation of community — and that narrative is the infrastructure underneath it.

03

Venture Capital

VC firms that know the narratives of their portfolio companies determine valuation, deal flow, and ecosystem positioning — and want to build that capability systematically.

Whoever designs the narrative
designs the outcome.

Limited to one cohort per quarter. Applications reviewed by founders personally.

APPLY TO JOIN NDT ALLIANCE →

Program — Community

Narrative designers
need a cracked home.

Your circle is your edge to build conviction, find collaborators, and raise your narrative game.

Join Souls Voices → Events →

What's
Souls Creator Network?

We're a community of 500+ narrative designers, Web3 builders, AI practitioners, and storytellers who have each other's backs.

Private, invite-only. For people who believe storytelling is a design discipline — and want to practice it alongside others who feel the same.

500+
Members
40+
Countries
12
Sessions / mo

Be Part Of The Circle

Learn

Through
NDT

Master the framework that the next generation of marketers will run on. Access NDT certification courses, workshops, and playbooks — built for those who want to design conviction, not just create content.

Know More
Build

Through
Campaigns

Get hands-on with real narrative projects. Join exclusive campaigns and activations run inside the Souls ecosystem — where your NDT skills meet real briefs, real brands, and real stakes.

Know More
Earn

Through
First Voice

Members-only campaigns with AI and Web3 companies looking for NDT-trained voices. Join exclusive activations, get discounted access to NDT certification, and earn through the narratives you help build.

Know More
Grow

Through
Community

Practice NDT with a community of narrative designers, builders, and creators. Join exclusive IRL events, summits, and X Spaces — where the discipline is being shaped in real time, and your network compounds with every conversation.

Know More

From The Community

What members are saying on X

View all on X →

Join the conversation.

Invite-only. Apply with a short note about your work and why narrative design matters to you.

Apply to Souls Voices →
Program — Venture Studio

A narrative-first studio
for founders who know
story is the strategy.

We co-build products, protocols, and companies from day zero — embedding narrative design alongside technical teams as co-builders, not consultants.

Nominate or apply → Stay in the know →

Every journey accelerates when you're surrounded by the right people from day one.

We partner with 3–5 founders per cohort, embedding a narrative designer alongside their technical team. We bring NDT methodology, our network, and media infrastructure — in exchange for equity and the right to tell their story.

Apply to join
WHO IS THIS FOR
01

Founders

You're committed to building something new at the frontier of Web3 or AI. You understand that narrative is infrastructure — not marketing. You want a narrative co-builder from day one.

02

Joiners

You want to work with an incredible founder from day one to help build the next groundbreaking company.

Most community gatherings will be in Vietnam and Singapore, but you can be based anywhere.

HOW IT WORKS

Narrative-First Strategy

Story architecture from day zero, not day 100. We design the founding narrative before you build the product — so every decision serves the story.

Embedded NDT Designer

A co-founder-level narrative partner — in your Slack, your sprints, and your board meetings. Not advisory. Embedded.

Web3 & AI Network

Warm introductions to the right VCs, protocols, and builders. We've been in this ecosystem for years. You benefit from day one.

Media Infrastructure

Launch narrative, press relationships, community activation, and content distribution — all pre-built and ready when you need it.

SoulsU Network

Access to trained narrative designers as your team grows. Never build without a narrative-capable person in the room again.

Long-term Partnership

We stay in — through launch, ecosystem expansion, and the long arc. Not just for the announcement. For the whole story.

FAQS
What stage are most Souls Build companies at? +
What does Souls Build take in return? +
How do I apply to Souls Build? +

Build something
 worth the story.

Private, invite-only. If you're building at the frontier of Web3 or AI, we want to hear from you.

Apply to Souls Build →
Our Origin

The narrative gap
is real — and costly.

Our founder spent years embedded inside Web3 teams across multiple cycles — protocols, DEXs, onchain policy layers — watching technically strong projects collapse when the narrative shifted beneath them. The technology was real. The market never got to believe in it.

That pattern became the foundation for Narrative Design Thinking — a methodology shaped by operator experience across Web2 and Web3, and the frameworks of Stanford GSB, backed by leading academic researchers and Web3 investors. The principle is simple: stop building and hoping the market fits. Design the narrative from Day 1, with the same rigor as the product.

Our Beliefs
→
Story is design — not talent, not luck, not inspiration
→
Narrative authority compounds — it is built over months, not moments
→
Embedded beats advisory — you cannot design a culture you haven't felt
→
Belief is measurable — conviction density is a real metric, not a vibe
→
The frontier needs better stories — Web3 and AI will only reach their potential if they earn trust
Leadership

The person
behind the
methodology.

Co-Founder & CEO
Anh Le
Pioneer of Narrative Design Thinking. Former strategy lead across blockchain foundations and AI enterprises. Believes the gap between great technology and great adoption is always a story problem.
LinkedIn

Want to join
the team?

We're always looking for narrative designers, community builders, and operators who want to work at the frontier.

See Open Roles → ← Back to Home
Company

Work at the
frontier.

We hire people who believe that story is the most undervalued asset in technology. If that's you, we'd love to hear from you.

See Open Roles
Souls Lab — 2026
Open Roles

Who we're
looking for.

We don't hire for jobs — we hire for missions. Every person at Souls Lab owns a narrative, a domain, and a relationship with the ecosystem we serve.

If you don't see a role that fits but you believe deeply in what we're building, send us a note anyway. The best hires usually create their own role.

OPEN

Forward-Deployed Narrative Designer

Embedded in client organizations. 2–5 years experience in writing, strategy, or design. Deep curiosity about Web3 or AI. Full-time, remote-first.

Full-timeRemoteWeb3
OPEN

SoulsU Curriculum Designer

Build the world's first narrative design certification. Experience in curriculum design and adult learning. Passion for practitioner education.

Full-timeRemoteEducation
OPEN

Community Lead — Souls Voices

Own and grow the Souls Voices practitioner community. Experience building online communities for creative or technical professionals.

Full-timeRemoteCommunity

Don't see
your role?

Send us a note about yourself and why Souls Lab. The best hires create their own position.

Send an open application →
Case Studies & Stories

Read about how
narrative changed the game
for our partners.

From Web3 protocols to AI enterprises and venture funds — here's how Narrative Design Thinking moved the needle in real engagements.

Souls Lab
NDT — Our Methodology
Introducing Narrative Design Thinking
Read Article
Souls Lab
Souls Lab
Web3 — Storytelling-driven GTM
Navigating Web3 Marketing in Challenging Times
Read Article
Souls Lab
NDT — Analysis & Application
Telling Stories ≠ Being a Storyteller (Who Are The Real Storytellers? - Part 2)
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Souls Lab
NDT — Analysis & Application
Storytelling: The New SaaS
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Souls Lab
Web3 — Storytelling-driven GTM
Why Is Your Marketing Still A Dead-End Funnel?
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Souls Lab
Web3 — Storytelling-driven GTM
Web3 Storytelling: Then vs Now, 2021 to 2025
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Souls Lab
NDT — Analysis & Application
Who Are The Real Storytellers? (Part 1)
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Souls Lab
Web3 — Storytelling-driven GTM
Cooking Vietnam Community Like Cuisine
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Souls Lab
Web3 — Storytelling-driven GTM
Are You "Storytelling" Or Just "Telling"?
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Ideas shape markets — but narratives shape belief.

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