Strategy & Story

Unwittingly eclectic, innately curious, I am a strategist and narratologist.

I help people and companies develop smarter strategy, stronger narratives, and become better storytellers.

After being a professional musician and creative for 15 years (during which time I also studied drama and dance) I went on to study business management, IT and video production.

For the past 20 years or so, I have been a writer and strategist in digital communication and marketing, IMC, online strategy, PR, content, communication, innovation and more.

I’m hot not only on creativity, but also data, tech, user experience, narratology, design-thinking — and complex challenges. For me, the more complex the better.

All in all I have spent more than 30 years developing and honing the tools of my narrative-based trade. Broadly speaking, I work in three three main areas:

  • Problem-solving. I solve a range of strategic and operational challenges in content, communication, company and brand strategy and storytelling. Adept at both pattern recognition, and with many models and frameworks and methodologies to draw upon, I help my clients frame and explore their challenge, the and opportunities, then develop or co-create strategy to solve it.
  • Storylining. A storyline is logically structured messaging and argumentation that serves as the backbone of storytelling. Without a storyline storytelling is often clichéd and weak. A storyline is also a technique to facilitate powerful storytelling at scale.
  • Creation. I write: From strategic statements to briefs and scripts for video and film and ghost-writing thought leadership articles on narrative and storytelling, innovation, artificial intelligence, technology, customer experience, leadership, digital transformation and more.

Based in Amsterdam, I also work internationally.

I’d be happy to have a chat. Drop me a mail on

Be splendid.


Projects include…


  • Operating model facilitation, content strategy & content creation for ROBINHQ, #7 Deloitte Fast-50 e-Commerce customer service company
  • Brand story, storylines & video scripts for Enstin, an innovative blended learning agency
  • Global communication system review & function re-design for Greenpeace International
  • Narrative coaching for UNStudio, a renowned architecture, urban development and projects office


  • Multiple commodity storylines for Solidaridad, an international NGO working in 40 countries across Coffee, Cocoa, Gold, Palm Oil, Cotton and more
  • Pitch/project storylines for a digital loyalty agency

Brand story

Content marketing/editorial strategy

Coaching, training & more


Storywise clients range from individuals to global brands across sectors including Arts & Architecture, e-Commerce, Education, ICT, Management Consulting, Logistics, Media, Publishing, Supply Chain & Telco.