The urge to act is human.

We like to move. To solve. To progress. Execution gives us something tangible to hold onto—new plans, campaigns, formats. And in a world that rewards speed, it feels productive. Safe, even.

It all starts with a shift.

But if you’re racing towards the wrong outcome, that feeling of momentum is an illusion.

Sometimes, all it takes is a pause—a shift in perspective—to see what matters, what’s noise, and what’s next. So you can leap forward with confidence, clarity and impact.

A note from the founder

“I believe true acceleration doesn’t start with speed. It begins with perspective.

Before I ever called myself a strategist, I studied how framing shapes outcomes. I was drawn to the idea that reframing the problem could be the key to unlocking fresh solutions.

My academic work explored the link between problem formulation and innovation—showing how a shift in perspective can spark pioneering ideas. Years later, after working across business, brand and social strategy with founders, leaders and teams, that philosophy still holds. Now grounded in both theory and practice.”

— Cindy Fleur
Founder & Strategy Director

Ways to collaborate

Strategic Consulting

I partner with founders, leaders & professionals who want to shape their direction from the inside out. This could mean redefining your positioning, sharpening your value proposition or building a strategy that brings long-term focus and momentum.

Learn more
Talks & Masterclasses

I speak on the power of culture, creativity & perspective shifting, and how they shape the choices we make, the stories we tell, and the businesses we build. My talks are crafted to spark new ways of thinking and connect strategy to real life.

Learn More
Coaching & Mentoring

Sometimes all you need is a sounding board. I work 1:1 with founders, leaders & (junior) professionals navigating growth, change or uncertainty. Together, we reflect, reframe & realign—so you can move forward with confidence.

Learn more

Ready to make a shift?

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.

Discover The Reframe™

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

What others say

“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
“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, 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
“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
“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
"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
“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
"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
“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
"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
“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

Explore work

Mandible

Developing Mandible’s business strategy and value proposition — defining its unique promise, positioning, and roadmap for the next phase of growth.

Read more
What Design Can Do

Equipping start- and scale-up founders with the strategic tools and narrative mindset to turn their bold ideas into powerful stories that inspire belief, build connection, and spark change.

Read more
MBO Connected

Offering 1:1 mentorship to an MBO student through Connect2Pro — providing vocational guidance while nurturing personal growth and building professional confidence.

Read more

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.

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Interested in

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Message

It all starts with a shift.

A note from the founder

Ways to collaborate

Strategic Consulting

Talks & Masterclasses

Coaching & Mentoring

Ready to make a shift?

•

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

“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.”

“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.”

“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.”

“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.”

"Cindy is a warm, 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."

“What truly sets Cindy apart is her empathy. She doesn’t just provide direct answers; she thoughtfully guides you toward discovering solutions for yourself.”

“You instinctively understood what we stand for and were able to engage with it in a strong and pleasant manner. Delivering great value."

"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."

“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.”

“Your lecture was dynamic, insightful, and deeply engaging. Breaking down story principles in a thought-provoking & accessible way.”

"You played a key role in optimising our user acquisition funnel. Your dedication, keen insights, and strategic approach proved vital for us."

“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.”

“Your ability to combine deep industry knowledge with actionable advice has made a real difference. Working with you was truly invaluable.”

"A true pleasure to work with, you bring authenticity, depth, and vision. Every team deserves a Cindy— creative, smart & a social powerhouse!"

“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.”

Explore work

Mandible

What Design Can Do

MBO Connected

Get in touch.