Everything starts with a shift.
Long gone are the days in the backseat. Today, brands are taking control of their creative direction, bringing marketing and communication in-house. But as they internalize marcom, they expect creative partners to evolve too—seeking problem-solvers who bring fresh perspectives and innovative solutions to support their teams and help them reach their desired future faster.
AI may make creative automation easier, but it’s also making brands more alike—in tone, style, and behavior. And that’s a problem, as it obscures a brand’s unique value. In changing times, The Business of Culture helps brands stay true to who they are—owning and honoring their unique brand DNA. That’s how we unleash their creative potential.
A note from the founder
“With consumers now shaping culture through social media, they have assumed power as co-creators. As a result, they expect more from brands: more cultural literacy, more social responsibility, more authenticity. And if you pretend to be something you're not? They take note—and vote with their wallets.
In other words, culture is serious business, and modern brands get that. It’s the values we share, the way we connect with the world at large, and, more importantly, how we create value for each other. As the consumer, media, and technology landscapes evolve at lightning speed, I’m here—ready to help you make sense of it all and firmly secure your place in the future."
— Cindy Fleur
Founder & Strategy Director
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. That could mean redefining your positioning, sharpening your value proposition or building a strategy that brings long-term focus and momentum.
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Talks & Masterclasses
I speak on the power of culture, creativity and perspective shifting—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.
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 Haarlem
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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
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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 generate real revenue.”
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 -
![Sabrina Beek]()
"You see brands not just as they are but as they could be, daring to dream with them—sharing insights that inspire well beyond the collaboration."
Sabrina Beek
Creative Lead | Yune -
![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 -
![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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"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 -
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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 -
![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 -
![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 -
![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 -
![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
Looking for a starting point? This is it.
The Reframe™ is designed to bridge the gap between your present reality and your desired future. Helping you seize untapped opportunities, make strategic choices with confidence, and fast-track your results.
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.