National Incubation Center Lahore is hosting the Art of Storytelling in Business Workshop, featuring Muhammad Usman Arshad Khan, an AI-native marketing and growth leader with 20 years of experience spanning five continents. Khan is the author of The STORY Method, a go-to-market framework built on the conviction that ecosystems scale on narrative, not just infrastructure, a framing that challenges founders who default to treating product and technical infrastructure as the primary drivers of growth while underinvesting in how their venture’s story actually gets told and remembered.
Khan has built brands and led growth across MENA, South Asia, Europe, and North America, positioning him to speak to storytelling not as an abstract creative exercise but as a discipline that operates differently across distinct regional markets, each with its own cultural reference points and narrative expectations. His work sits specifically at the intersection of AI-native technology and human storytelling, a combination that has become increasingly relevant as AI tools reshape how brands produce and distribute content while the underlying need for genuinely resonant narrative remains unchanged.
Khan’s credentials extend beyond marketing practice into formal recognition, including certification as a World Bank IFC trainer, a mentorship role with the Cherie Blair Foundation supporting women entrepreneurs globally, and experience as a TEDx speaker, giving the session an unusually broad institutional backing for what might otherwise be treated as a purely creative or communications-focused workshop. He has also worked to democratise access to carbon markets for the Global South, an area that intersects climate finance with the same storytelling and ecosystem-building principles underpinning his broader framework, suggesting his approach to narrative extends into how complex financial and environmental systems get communicated to underserved markets.
The workshop takes place on September 18, 2026, from 2:00 PM to 4:00 PM at National Incubation Center Lahore, with interested attendees able to register through this link. Khan has previously engaged with Pakistan’s broader entrepreneurship ecosystem, including a panel discussion at the SEE Pakistan 2026 Entrepreneurial Bootcamp addressing what it takes to build and scale high-growth businesses from Pakistan, and an earlier NIC Lahore session on sustainable growth strategies, extending a recurring relationship between Khan and Lahore’s startup ecosystem around the themes of storytelling, growth, and market expansion.
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