Authentic Expert
Interview with Laura West
Branding Strategist & Author
Interview Summary
Laura West, branding strategist and author, explores how to bring creativity and innovation to your online course design. She shares why story makes content sticky and how visual presentation affects perceived value.
Story Makes Content Sticky
Laura's central teaching: wrap your lessons in narrative for better retention. Facts are forgettable; stories are memorable.
This applies to every level of your course—from the overarching journey you're taking students on, to the individual examples you use to illustrate concepts. When in doubt, tell a story.
Story makes content sticky. Wrap your lessons in narrative for better retention. Facts are forgettable; stories are memorable.
Design Affects Perceived Value
Laura, coming from a branding background, emphasizes something many course creators overlook: visual presentation affects perceived value. A beautifully designed course feels more valuable than identical content in a plain wrapper.
This doesn't mean you need expensive design—it means being intentional about the visual experience you create.
Visual presentation affects perceived value. A beautifully designed course feels more valuable than identical content in a plain wrapper.
Surprise and Delight
Laura's secret to memorable courses: unexpected elements create memorable learning experiences. Surprise delights students and breaks them out of passive consumption mode.
This could be an unexpected bonus, a creative exercise, a personal video message, or a twist in how you present information. The surprise itself matters less than the break from expectations.
Laura's Action Steps
Laura recommends these 3 steps to improve your course planning:
Add a story to every module
Review each section of your course and add at least one story—personal, client, or metaphorical—to make the content memorable.
Audit your visual design
Look at your course with fresh eyes. Does the visual presentation match the value of your content? Identify one design improvement to make.
Add one surprise element
Include something unexpected in your course—a bonus, a creative exercise, a personal touch—that will delight students.
About Laura West
Branding Strategist & Author
Laura West is a branding strategist and author who helps entrepreneurs infuse their personality into their businesses. She specializes in helping course creators bring creativity and authenticity to their teaching.