Paul Propster: The Story of a Story Architect

We speak with Paul Propster, a strategic storyteller best known for his transformative work as Chief Story Architect at NASA’s Jet Propulsion Laboratory (JPL). He shares how narrative thinking, when done right, can turn complex ideas into powerful, human-centered stories that win support, inspire action, and drive change.

Paul Propster is a trailblazer in strategic storytelling, best known for his transformative work as Chief Story Architect at NASA’s Jet Propulsion Laboratory (JPL). During his decade-long tenure, Paul pioneered new approaches to applying narrative thinking to decode complex science, tell the human story of why it matters, and ultimately shape the future of space exploration.

At JPL, Paul founded and led StoryLab, the lab’s first story accelerator, where he helped interdisciplinary teams of scientists, engineers, and technologists weave the "why" throughout their process from the lab to the launch and beyond. He helped them craft compelling mission narratives that influenced funding, inspired collaboration, and captured public imagination. His work was instrumental in securing high-stakes project wins, including the MAIA and Sunrise missions, by shifting the focus from data and specs to purpose, meaning, and human connection.

Paul coined the title “Story Architect” to earn trust and speak the language of his peers. He championed storytelling as a critical, not optional, skill in an increasingly complex world. His Story Architecting Circle framework and Credible Messenger training became blueprints for how mission-driven teams can unify and expand through a clear vision and strong purpose.

Now stepping into a new chapter, Paul continues to consult and collaborate with organizations, universities, and creatives on narrative strategy, cross-disciplinary communication, and the intersection of story, science, and social good. He is passionate about helping others tap into their inner storyteller to spark curiosity and imagination, build and strengthen community, and offer possibility models for a more sustainable future.

Whether he's using LEGO Serious Play to unlock ideas or partnering with immersive media labs to rethink scientific outreach, Paul brings a rare blend of humility, imagination, and clarity to every challenge he touches.