When the numbers are unclear — decisions become harder
For many non-finance professionals, financial language can feel technical, intimidating and disconnected from everyday business decisions. Yet leaders and managers are increasingly expected to understand the numbers, ask better questions and explain financial performance with confidence.
Revenue can increase while margins weaken
A business can be profitable while cash flow comes under pressure
A forecast can look convincing while important assumptions remain untested
The Financial Storytelling Masterclass gives managers a clear and practical way to interpret the financial information behind the decisions they are expected to make.
See the story behind the numbers
Across two focused days, complex financial ideas are stripped of unnecessary jargon and rebuilt around their business meaning.
Financial statements become more than pages of figures. They reveal the strength of a business, the quality of its performance, the sustainability of its cash flow and the risks that may be taking shape beneath the surface.
You will learn to read financial information as a connected story, ask better questions and make decisions with greater commercial insight.
You will learn to ask better questions about:
Balance sheet strength
Performance quality
Cash flow sustainability
From financial information to better judgement
By the end of the masterclass, you will be better equipped to interpret financial statements, recognise the drivers behind performance and connect financial information to the decisions leaders are expected to make.
Read the balance sheet, profit and loss statement and cash flow statement as connected business stories
Identify the drivers behind revenue, costs, margins and cash flow
Connect financial information to pricing, investment, resourcing and growth decisions
Financial information becomes clearer. Leadership conversations become more meaningful. Decisions become better informed.
Financial statements are stories about a business, told in numbers.
Learn the method from its creator
The Financial Storytelling Masterclass is created and led in person by Prof. James C Foo Leong, bringing together decades of finance leadership, university teaching and practical facilitation.
Adjunct Assoc. Professor at the National University of S'pore
Fellow Chartered Accountant and former Asia-Pacific regional finance leader in a Fortune 500 company
Amazon bestselling author and International Impact Books Award Winner for Once Upon a Balance Sheet
Prof. James is the creator of the Financial Storytelling approach and Accounting in a Box®—distinctive learning methodologies developed to make finance clear, practical and memorable for professionals beyond the finance function.
A more intuitive way to learn finance
The Financial Storytelling approach begins with meaning rather than terminology. Instead of treating financial concepts as isolated definitions and formulas, the masterclass connects them through relatable stories, visual frameworks, practical exercises and real-world business situations.
Understand why each concept matters and how it connects with other financial information
Translate technical language into practical business meaning
Recognise, remember and apply ideas that once seemed abstract
The result is a learning experience that brings clarity to complex ideas, connects finance to real business decisions and gives participants practical ways to use what they have learned.
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Designed to be understood. Built to be remembered
The masterclass is guided by the signature CAR learning framework.
Comprehension
Complex financial concepts become clearer through visual frameworks, relatable business stories and straightforward explanations.
Application
Participants apply what they learn through practical exercises, real-world examples and decisions that leaders encounter at work.
Retention
Signature learning tools help participants organise, remember and retrieve their learning long after the masterclass concludes.
The result is learning that remains available when the next report arrives, the next forecast is prepared and the next important decision must be made.
What makes this masterclass different
You will not simply learn accounting terminology. You will learn to connect the numbers, uncover the business story behind them and communicate it clearly.
Through visual explanations, practical activities and gamified learning, the masterclass makes finance interactive, engaging and memorable. Accounting in a Box® turns complex concepts into simple visual triggers that participants can understand, discuss and apply
Hands-on learning with Accounting in a Box® — a gamified Financial Storytelling tool that helps participants see, discuss and remember accounting concepts more clearly.
The two-day journey
The masterclass moves from building financial clarity on Day One to turning insight into better decisions on Day Two.
Day one – Building financial clarity
The balance sheet story
Understand how assets, liabilities, equity and working capital reveal the financial strength and structure of a business.
The profit story
Explore the drivers behind revenue, costs, margins and operating performance, and why profit alone never tells the whole story.
The cash flow story
Discover where cash comes from, where it goes and whether the performance of the business is financially sustainable.
Day two – Turning insight into better decisions
The EBITDA story
Understand EBIT, EBITDA and the distinction between operating performance and financing decisions.
The financial ratios story
Use selected measures of liquidity, solvency, efficiency and profitability to recognise patterns, risks and opportunities.
The capital budgeting story
Apply time value of money and return-on-investment principles to evaluate longer-term business investments.
Who should attend
The Financial Storytelling Masterclass is created for professionals who need to understand and use financial information, but are not finance specialists.
No prior finance or accounting knowledge is required.
Business managers and functional leaders outside the finance function
Heads of operations, sales, marketing, HR, technology and legal
Managers with budget, performance or P&L responsibility
High-potential executives preparing for broader leadership roles
Entrepreneurs, founders, business owners and directors
Professionals who review reports, business cases or investment proposals
For In-house workshops
The Financial Storytelling Masterclass can also be contextualised for organisations that want the learning experience aligned with their business priorities, leadership objectives and industry context. Past customised programmes have supported participants from sectors including healthcare, pharmaceuticals, property development, technology, software, project management and professional services.
For enquiries, please email workshop@financialstorytelling.com with your organisation name, audience profile and preferred timing. A client discovery call can then be arranged to better understand your objectives and shape the programme accordingly.
Masterclass dates and venue
Dates
17–18 September 2026
Programme time
9.00 am–5.00 pm on both days
Venue
Lifelong Learning Institute
11 Eunos Road 8, Singapore
Near Paya Lebar MRT
Programme investment
Super Early Registration
$1,298 nett
Full payment received by 31 July 2026
Early Registration
$1,398 nett
Full payment received from 1 August – 10 September 2026
Standard Registration
$1,498 nett
Full payment received from 11 September 2026 onwards
All programme fees are stated in Singapore dollars and are nett. No GST will be charged.
The applicable programme fee is determined by the date on which full payment is received and verified.
Registration is subject to availability. A place is confirmed only upon receipt and verification of full payment.
Receive the complete programme prospectus and public workshop registration form by email.
Amazon bestselling and International Impact Books Award-winning book
What you will receive
Participants will receive the programme materials used during the masterclass, including selected Financial Storytelling learning resources and a copy of Once Upon a Balance Sheet by Prof. James C Foo Leong.
Two days of guided learning and practical exercises
Selected Financial Storytelling frameworks and learning resources
A copy of Once Upon a Balance Sheet for continued learning after the masterclass
The materials are designed to help participants revisit, remember and apply the ideas long after the programme ends.
What participants say
Here is what participants say about learning with Prof. James C Foo Leong.
“The two-day Financial Storytelling course was outstanding. He taught us how to transform dry financial numbers into clear, compelling stories that truly engage non-finance audiences. Practical, insightful and highly recommended.”
Clement Chiang
AVP, Performance and Rewards
“A rare ability to break down complex ideas into simple, relatable lessons — and actually make them very enjoyable.”
Jacqueline Tang
Senior HR Manager
“His ability to articulate complicated concepts in a visual and relatable manner made the learning experience very enjoyable. He reinforced basic accounting concepts I had learnt previously and helped me clarify my doubts. A great learning experience.”
Russell Santa Maria
Manager
Hear from more participants
Explore more participant experiences and video testimonials from past Financial Storytelling programmes.
A learning experience participants remember
Financial Storytelling programmes are designed to make finance clear, practical and engaging — so participants can understand the ideas, discuss them confidently and remember them long after the session ends.
Start registration
Submit your details below and we will email you the programme prospectus and public workshop registration form.
Registration is subject to availability, review and minimum enrolment. An invoice will be issued after the registration form has been reviewed. Your place is secured upon receipt and verification of full payment.
Turn financial clarity into leadership advantage
Have a question?
For questions about the programme, registration or invoicing, please contact: