Paul Propster

Founder and Chief Story Architect at StoryLab 
Los Angeles County

Paul Propster is the Founder and Chief Story Architect of StoryLab at NASA’s Jet Propulsion Laboratory (JPL)—NASA’s first “story accelerator.” At JPL, Paul established StoryLab as the Lab’s strategic communications hub, helping teams harness the power of storytelling to translate complex science and technology into narratives that inspire action, engagement, and support. 

With over 25 years of experience in strategic communications, Paul specializes in helping organizations clarify their core message, build stronger emotional connections with stakeholders, and drive measurable outcomes—whether that’s increased funding, deeper engagement, or internal alignment. He has consulted with a wide range of clients—from small, women-owned businesses to large enterprises in energy, technology, and aerospace—guiding teams to uncover what truly matters and articulate it through compelling, mission-driven storytelling. 

Paul is also an experienced educator, having lectured at Caltech, Cal State Northridge’s David Nazarian College of Business and Economics, and various HBCUs and minority-serving institutions. He regularly speaks on the strategic value of narrative thinking and its role in innovation, leadership, and change management. 

Known for his creative, collaborative approach, Paul integrates storytelling and other creative modalities with practical tools that strengthen team cohesion and collaboration to drive results. Whether working with executives, engineers, educators, scientists, service providers or entrepreneurs, he equips teams to tell the right story to the right audience—at the right time. 

Based in Altadena, California, Paul balances his professional life with a love for surfing, cycling, music, and film.