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 practice
The practice works across three connected layers to reframe how leaders and organisations approach their challenges.
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This is where we design how organisations think. A strategic system that shapes decision-making before action, execution or communication begins.
- Strategic logic
- Foundational choices & trade-offs
- Guiding principles
- Shared strategic language -
This is where strategic thinking is translated into action. Here we develop the strategic direction that shapes how the business evolves, innovates and grows.
- Business direction
- Product & innovation direction
- Propositions & value creation
- Growth direction & priorities -
This is where strategic direction is expressed externally. Shaping how the organisation is perceived, understood and positioned over time.
- Brand direction
- Brand positioning
- Brand narrative
- Brand coherence
Ready to redirect your future?
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 possibilities and make your next strategic move with confidence.
PREVIOUSLY PARTNERED WITH
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FD
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CLIP
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Videoland
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Oxfam Novib
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de Baak
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Rituals
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Change.inc
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Gemeente Amsterdam
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RTL
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Samsung
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Mandible
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Pieter Pot
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Rijksmuseum
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LOOM
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Qpido
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MBO Connected
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Amsterdam Business Trainers Academy
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VU University
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What Design Can Do
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SRH University
•
Give Give
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Boost Your Business
•
Cellsense
• 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 University • Give Give • Boost Your Business • Cellsense
What collaborators say
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![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 accelerate growth.”
Ronan Vonk
Founder | Mandible -
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“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 -
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“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 -
![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 -
![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 -
![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
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.