Strategy that starts from the inside out.
I believe business is one of the most powerful forms of self-expression.
You've built something real. The business works - but something still feels off. The direction feels unclear. Opportunities are everywhere, but which ones are actually yours?You've evolved since you started, and so has your business. Now it's time to look at everything with fresh eyes. You don't believe the answer lies in doing more. Instead, you want to get clear on what actually matters.
Sounds like you? If yes, read on:
Many founders think they need better marketing to grow further - more content, clearer campaigns, sharper tactics.Sometimes that's true. But usually, when we dig deeper, something else emerges: they've outgrown where they started, but haven't stopped to figure out where they're actually going.The positioning is just where it becomes visible. The real work is underneath.That's where we start.
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How This Works
Most strategists hand you frameworks and positioning templates. But real clarity doesn't come from fill-in-the-blank exercises.It comes from uncovering what's already true about your business - and about you.I work with founders in three phases:
The 3-step process
1 - Discover
Before touching anything, we listen. We look at where you are, how far you've come, what's working and what isn't. Through conversations, workshops and research, we dig beneath the surface to uncover what makes your business truly unique - the edge that's already there, waiting to be seen.Outputs: 1:1 conversations, workshops, customer research, desk research
2 - Define
Everything uncovered in 'Discover' gets shaped into a strategy that's clear, aligned, and yours. Through focused workshops, we synthesise what we've learnt and translate it into a direction everyone believes in and can act on - and that your customers will feel.
This is the phase I care most about. The goal isn't just a final strategy document. It's that moment of recognition where everything clicks into place, and the path forward feels obvious.Outputs: Brand strategy, positioning and messaging, mission and vision, value proposition, customer story, offer clarity, strategic roadmap
3 - Do
Here, strategy becomes reality. We work together to embed everything we've defined into your business - how you communicate it, how your team lives it, how your customers experience it.
This phase looks different for every business and is shaped by what we uncovered together. But the goal is always the same: making the change real, and making it stick.Outputs: Workshops, team training, communication and marketing strategy, customer experience design, project management, ongoing strategic guidance.
Who is this for
This is for founders who:
Feel like they've outgrown their own business, something has shifted and "it just doesn't fit" anymore; you want to re-align before moving forward.
Are tired of empty tactics, constantly shifting direction, and feeling all over the place trying to make things work.
Believe their business should be more than just a way to make money and survive, and want to have fun again and feel joy in the work.
Know that real change starts from within - with themselves first - and are willing to do that work. Not just look for external fixes or the next tactic.
Build with care - you want to create something you're genuinely proud of.
Why it matters
(And why now more than ever)
Without a clear foundation, everything becomes harder than it needs to be. Your marketing, campaigns, website - none of it flows naturally when the direction underneath isn't clear. Your team either pulls in the same direction, or it doesn't. A clear strategy makes all the difference.The people you want to attract - customers, talent, partners - are drawn to businesses that know who they are. Clarity is magnetic.And in a world where competence isn't enough anymore - where anyone can build and publish anything in no time - being genuinely different, clear and intentional is what makes you stand out and be remembered.
What clients say
"Katrin helped us unveil what our brand really is""Our brand had evolved, but we couldn't verbalise what it was. We needed clarity on our USP before we could move forward with our website or content.Katrin is excellent at unpacking and unveiling what's already there - not artificially creating something. She asked the right questions and helped us get there. She has a gift of adding to someone's thoughts and giving it structure and clarity.Now we have a clear USP, personas, and offer. Our brand is finally a real representation of us as humans. We feel more confident and clear, and we're ready to go public with it."Janina, Trusters
Sounds like the right fit? Let's talk.
Hi, I'm Katrin.
I know what it’s like to build something from scratch.
To hold a big vision - and wonder where to begin.I’ve been a co-founder too, growing a company from the ground up: translating ideas into systems, building the team, refining the offer, and figuring out how it all fits together.That experience taught me what strategy really feels like:
The calm clarity of knowing what to focus on when things are moving fast and resources are tight.Since then, I've spent years working with startups and innovation teams (Fairphone, Sonos, Atag) - helping them bring structure to vision, clarity to chaos, and customer focus to their decisions.Most strategists hand you a strategy document and disappear. I stay with you to help bring it to life - because I care deeply about the quality of what you build and the experience you create for customers.Strategy is the beginning. Then the magic happens in how you bring it to life.I believe business can be a conscious act of creation - rooted in who you are, and what you're here to bring to the world.Curious what this could look like for your business?