What Design Can Do
Masterclass, C-level consulting
2024 & 2025
In 2024, What Design Can Do and the IKEA Foundation launched the Redesign Everything Challenge—calling on designers and entrepreneurs to rethink the future through circular design. I joined as a business mentor, guiding the founders of Cellsense and Architecture for Dialogue. In 2025, I returned in three roles: as Expert Advisor (supporting WDCD in selecting the winners), as speaker on ‘The Power of Story’, and as a co-lead of the Narrative Lab Masterclass—helping winners develop stories that shape perception, build memory and earn attention in a noisy world.
The Narrative Lab Masterclass
The Narrative Lab, part of WDCD’s Accelerator, was a hands-on space where founders learned to translate their ideas into compelling stories. Through talks, exercises and live feedback, each team developed a clear narrative to carry their work forward.
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During the Narrative Lab I delivered a talk on The Power of Story, demonstrating how narrative is strategic—not just creative—and how stories shape perception, build memory and earn attention in a noisy world.
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In the Narrative Lab, I guided and challenged founders to turn complex ideas into clear, compelling stories. Using story principles and the Problem–Solution–Impact framework, they shaped narratives that resonate, inspire, and connect.
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In 2024, I mentored the founders of Cellsense and Architecture for Dialogue through online sessions. In 2025, my role expanded as I advised all challenge winners in person after the Narrative Lab, and offered follow-up consults to Give Give and CLIP to strengthen their positioning and narrative.
How it landed
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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 -
![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 -
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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 -
![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
Want to bring this energy to your audience?
I design talks and masterclasses tailored to your audience, context and goals, whether it’s for a team session, a live event or part of a wider programme. Let’s discuss what would inspire your people most.
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
Explore more
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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
Helping renowned institute de Baak shift brand perceptions and reclaim their leading position as The Netherlands’ original trainer.
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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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![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
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
Accelerating Cliq.de’s user growth with audience-focused communication flows. Turning new audiences into loyal fans.
