Business is culture. Culture is business.

It’s the value we create, the values we uphold, and the context in which we operate. Culture shapes the choices we make, the opportunities we see and the impact we can make.

About the studio

Strategy studio The Business of Culture works across four strategic domains to shift how founders, leaders and professionals approach their challenges and unlock new ways forward.

  • Taking position is one of the boldest things you can do. As a person or as an organization. Because it forces you to reveal the real you—no frills. And that can feel a bit scary. But nobody can be for everybody. Or well, you can try, but you will be forgotten.

    - Growth strategy
    - Value proposition development
    - Business model development

  • Being a leader today is not enough to stay a frontrunner tomorrow. You need to stay plugged into culture to create a brand that effectively inspires, heroes, and leads.

    - Cultural insights
    - Category insights
    - Competitor insights

  • 73% of businesses surveyed for World Economic Forum’s ‘Future of Jobs Survey 2023’ have identified creative thinking skills as a key priority for future talent. It’s clear that the need for creative thinkers has never been greater.

    - Masterclasses
    - 1-on-1 mentoring
    - In-company training
    - Guest lecturing

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Ready to redirect your business, career or brand?

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.

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

  • 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

  • "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

  • “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

PREVIOUSLY PARTNERED WITH

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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.