Business is culture. Culture is business.
It’s the value we create, the values we uphold, and the context in which we operate.
Culture is the very lens through which business unfolds. By shifting that lens we transform the possibilities we see and the growth we can unlock.
The Business of Culture is built on this conviction.
About the strategy studio
The studio works across four strategic domains to reframe how founders, leaders and professionals approach their challenges.
-
Distilling what sets you apart in the market to drive business growth.
- Business strategy
- Value proposition development
- Growth strategy -
Developing the positioning, values and story of your brand to shape how it lives in the world and earns its place in the hearts and minds of people.
- Brand strategy
- Campaign strategy
- Insight development -
Designing social strategies that let your brand lead the conversation—anchored in who you are, attuned to platform culture, and capable of sparking movements rather than chasing them.
- Social positioning
- Content strategy
- Cultural signals -
Shifting how you’re perceived by creating alignment between who you are, how you’re seen, and what you’re aspiring to.
- Personal brand strategy
- Career (re)positioning
- Career planning & mentoring
Ready to redirect your business, career or brand?
The Reframe™ is step one in the Re:Direction System™, designed to bridge the gap between your present reality and your desired future. Helping you see untapped opportunities, make strategic choices with confidence, and fast-track your results.
What others say
-
![Ronan Vonk]()
“You transformed the way I think about and sell my business. The value proposition you developed gave me the clarity & confidence to launch new products — and generate real revenue.”
Ronan Vonk
Founder | Mandible -
![]()
“Cindy challenged us to stop describing ‘what we do’ and start communicating ‘why it matters.’ This powerful shift has changed the way potential collaborators and investors respond to us.”
Ninon Moraw
Co-Founder | Give Give -
![]()
“Cindy took the time to really understand our business — its strengths and its challenges — giving us a fresh perspective on how to share our mission with more clarity & impact.”
Daisy Harvey
Founder | Loom -
![Andreas Lang]()
“Cindy’s curiosity & sharp grasp on complex processes quickly generated new perspectives, ideas, and to-dos that helped me uncover hidden potential & navigate challenges with clarity.”
Andreas Lang
Founder PAPILIO | Industrial Designer -
![]()
"Cindy is a warm and dedicated professional who brings out the best in people. With a natural ability to coach, empower & inspire, she helps young people build on their talents."
Hansje Gravesteyn
Project lead | Gemeente Amsterdam -
![Depanshu Gola]()
“What truly sets Cindy apart is her empathy. She doesn’t just provide direct answers; she thoughtfully guides you toward discovering solutions for yourself.”
Depanshu Gola
Partner | Architecture for Dialogue -
![Maria Schnyder]()
“You instinctively understood what we stand for and were able to engage with it in a strong and pleasant manner. Delivering great value."
Maria Schynder
Deputy director | De Pont Museum -
![Kevin Lamsberg]()
"You stand out for your ability to zero in on the core of an issue by asking the right questions, making your advice feel tailored and personal."
Kevin Lamsberg
Founder & Music producer | LAMSI -
![]()
“Having Cindy as my mentor was a wonderful and inspiring experience. Her guidance, creativity, and ability to see the bigger picture helped me grow personally & professionally.”
Romelle Perea
MBO student | MBO Connected -
![Dr. Cynthia Cabañas González headsho]()
“Your lecture was dynamic, insightful, and deeply engaging. Breaking down story principles in a thought-provoking & accessible way.”
Dr. Cynthia Cabañas González
Postdoc Researcher | VU University -
![Marc Wisselo]()
"You played a key role in optimising our user acquisition funnel. Your dedication, keen insights, and strategic approach proved vital for us."
Marc Wisselo
Head of Service | Cliq Digital -
![]()
“Cindy’s guest lecture was well-structured and thoughtfully designed, enriched with effective exercises. Her warm and energetic approach turned it into an engaging experience.”
Johan van den Outenaar
Lecturer | SRH Haarlem -
![Aradhita Parasrampuria]()
“Your ability to combine deep industry knowledge with actionable advice has made a real difference. Working with you was truly invaluable.”
Aradhita Parasrampuria
Founder | Cellsense -
![Felicia Wijnveen]()
"A true pleasure to work with, you bring authenticity, depth, and vision. Every team deserves a Cindy— creative, smart & a social powerhouse!"
Felicia Wijnveen
Manager Talent & Human | VIA -
![Som Ray]()
“Cindy brought fresh perspective, revealing hidden potential in our story. We gained clarity, energy, and a solar punk narrative that reshaped how we communicate our mission.”
Som Ray
Co-Founder | CLIP
PREVIOUSLY PARTNERED WITH
•
FD
•
CLIP
•
Videoland
•
Oxfam Novib
•
de Baak
•
Rituals
•
Change.inc
•
Gemeente Amsterdam
•
RTL
•
Samsung
•
Mandible
•
Pieter Pot
•
Rijksmuseum
•
LOOM
•
Qpido
•
MBO Connected
•
Amsterdam Business Trainers Academy
•
VU University
•
What Design Can Do
•
SRH Haarlem
•
Give Give
• FD • CLIP • Videoland • Oxfam Novib • de Baak • Rituals • Change.inc • Gemeente Amsterdam • RTL • Samsung • Mandible • Pieter Pot • Rijksmuseum • LOOM • Qpido • MBO Connected • Amsterdam Business Trainers Academy • VU University • What Design Can Do • SRH Haarlem • Give Give
Get in touch.
Tomorrow belongs to those that act today. So let’s turn your vision for the future into a strategy that propels you ahead.