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
When to collaborate
My work tends to be most valuable when something fundamental is at stake: a shift in direction, a question of positioning, stronger team alignment, or language to express the value you already deliver.
Key moments to reach out are when:
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You feel stuck between where you are now and where you want to go.
You are building towards a new future, but the strategy to support it is not yet in place.
Your team needs stronger alignment around where the business is heading.
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The story around your business no longer reflects the ambition behind it.
Your direction is clear, but isn’t translating into a new proposition, positioning or narrative.
You need help expressing your value in language your audience understands and connects to.
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You’re entering a new phase of growth and want support in navigating it.
You have a strategic challenge that could use a fresh perspective.
Your programme, event or learning experience requires a trainer, speaker or panelist with strategic depth.
Ways to collaborate
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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.
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![Strategy studio visual]()
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.
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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.
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.
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
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Give Give
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Boost Your Business
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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 -
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"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 -
![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 -
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“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 -
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“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
Explore work
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Mandible
Developing Mandible’s business strategy and value proposition, defining its unique positioning, and roadmap for the next phase of growth.
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![de Baak key visual]()
de Baak
Helping renowned institute de Baak shift brand perceptions and reclaim their leading position as The Netherlands’ original trainer.
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![FD bedacht in het weekend key visual]()
FD
Positioning The Dutch Financial Times’ (FD) Saturday newspaper as the stand-out choice for any professional with serious ambitions to shape the future.
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![What Design Can Do key visual]()
What Design Can Do
Equipping founders with the strategic tools and narrative mindset to turn their bold ideas into powerful stories that inspire belief and spark change.
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![Rijksmuseum Slavery key visual]()
Rijksmuseum
Enabling the Rijksmuseum to reach beyond its core audience, inspiring both loyal and new visitors to connect with their exhibition.
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![Samsung key visual]()
Samsung
Keeping Samsung in the know on the pulse of culture, fueling the tech giant with the insights to effectively inspire, hero, and lead.
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MBO Connected
Offering 1:1 student mentorship by providing vocational guidance, nurturing personal growth, and building professional confidence.
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![Cliq.de key visual]()
Cliq.de
Accelerating Cliq.de’s user growth with audience-focused communication flows. Turning new audiences into loyal fans.
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.