Human Nature · Art
Human Nature · Art
ETHOS
ETHOS
ETHOS
Your work is exceptional.
You can’t quite name it - Yet.
Your work is exceptional.
You can’t quite name it - Yet.
Your work is exceptional.
You can’t quite name it - Yet.
A 3-day narrative sprint for solo founders and creatives. To find your uncopyable edge.
Name the line that sets you apart · Create an incomparable offer · Tell the story revealing your myth.
A 3-day narrative sprint for solo founders and creatives. To find your uncopyable edge.
Name the line that sets you apart. · The offer that can’t be compared ·The story revealing your myth.
No AI / Done in 3 days / All you
No AI / Done in 3 days / All you
It’s always there, in your story, your vision, your patterns, and in how people feel
when they work with you. I made ETHOS to make your edge undeniable.”
Roel W.T. Cruys
It’s always there, in your story, your vision, your patterns, and in how people feel
when they work with you. I made ETHOS to make your edge undeniable.”
Roel W.T. CruysAnswer in one clean sentence...
and everything follows that clarity.
Answer in one clean sentence...
and everything follows that clarity.
There comes a moment in life you realize you have something that’s incomparable to others.
It’s almost ethereal, like smoke, you can’t quite catch it yourself. Yet it’s in your nature.
But people recognise you, and only you, for this distinct quality. It’s your essence that draws others in.
How you speak about this edge determines your trajectory. Language, remember, is spellbinding.
Not finding the words that are wholly yours, is a denying of Self. It’s a withholding of your potential and what you’re here to create. Not naming your genius keeps others from fully saying ‘yes’.
Artificial Intelligence can not help you here. It is artificial. The deeper syntax of you can only be felt human to human.
Because so much of what, how, and why you do things is a culmination of your lived experience. Your story, your vision, your patterns.
When we commit to our own Odyssey, choosing the direction meant for us, let it be shaped by a language that brings you further.
There comes a moment in life you realize you have something that’s incomparable to others.
It’s almost ethereal, like smoke, you can’t quite catch it yourself. Yet it’s in your nature.
But people recognise you, and only you, for this distinct quality. It’s your essence that draws others in.
How you speak about this edge determines your trajectory. Language, remember, is spellbinding.
Not finding the words that are wholly yours, is a denying of Self. It’s a withholding of your potential and what you’re here to create. Not naming your genius keeps others from fully saying ‘yes’.
Artificial Intelligence can not help you here. It is artificial. The deeper syntax of you can only be felt human to human.
Because so much of what, how, and why you do things is a culmination of your lived experience. Your story, your vision, your patterns.
When we commit to our own Odyssey, choosing the direction meant for us, let it be shaped by a language that brings you further.
These are exceptional people.
I didn’t “fix” their craft. I helped them find
a language the world could feel.
“Roel’s storytelling brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“Roel’s storytelling brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
Roel is an alchemist. He captured the essence and spirit of the Buzz Women movement in simple, yet powerful words. It is a rare skill in an increasingly artificial word. If you want genuine intention, pick this guy!
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
Roel is an alchemist. He captured the essence and spirit of the Buzz Women movement in simple, yet powerful words. It is a rare skill in an increasingly artificial word. If you want genuine intention, pick this guy!
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide (10+ years shaping modern masculinity)
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“Roel’s storytelling brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
"Roel is an alchemist. He captured the essence of the Buzz Women movement in simple, powerful words. Intent is a rare skill in an increasingly artificial world. If you want genuine intention, pick this guy!"
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
Roel is an alchemist. He captured the essence and spirit of the Buzz Women movement in simple, yet powerful words. It is a rare skill in an increasingly artificial word. If you want genuine intention, pick this guy!
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
Roel is an alchemist. He captured the essence and spirit of the Buzz Women movement in simple, yet powerful words. It is a rare skill in an increasingly artificial word. If you want genuine intention, pick this guy!
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
“Roel’s storytelling brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“Roel’s storytelling brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
These are exceptional people.
These are exceptional people.
I didn’t “fix” their craft. I helped them find a
language the world could feel.
That doesn’t work for you.
Your work is highly creative, relational, and strategic.
What you sell comes from depth and discernment, not tricks.
ETHOS breaks the script by being human and sharp.
This is where they usually show you
the winning formula.
This is where they usually show you the winning formula.
This is where they usually show you the winning formula.
“Go from invisible to fully booked with this simple 3-step system.”
“10x your revenue even if you have 0 followers.”
“Unlock the secret funnel I used to make six figures in my sleep.”
“Go from invisible to fully booked with this simple 3-step system.”
“10x your revenue even if you have 0 followers.”
“Unlock the secret funnel I used to make six figures in my sleep.”
That doesn’t work for you.
That doesn’t work for you.
Your work is highly creative, relational, and strategic.
What you sell comes from depth and discernment, not tricks.
ETHOS breaks the script by being human and sharp.
Elicit
Reveal how you move through the world, and name the thing that sets you apart.
What is ETHOS
What is ETHOS
Three days. 5 videos. 5 modules.
Three days. 5 videos. 5 modules.
Translate
Where does this edge flow, where does it break. What does it mean for how you will service the world.
Humanize
Your language determines your trajectory. Strip the performance out of your words so your language feels like you: human, a bit risky, and unmistakably yours.
Orchestrate
When we’ve nurtured the tree. Here we grow the rest of the forest. How your edge cascades into an ecosystem of language.
Stand Out
How to be incomparable in your market. And become a category of one.
Elicit
Translate
Humanize
Orchestrate
Stand Out
You'll walk away with
You'll walk away with
The line that sets you apart
The line that sets you apart
The line that sets you apart
A clear through-line for what only you can do — the idea your whole business can orbit.
An incomparable offer
An incomparable offer
An incomparable offer
Your signature offer with a narrative that makes your “why you” tangible and buyable.
Your story
Your story
Your
story
A 300–500 word personal story that holds the core for your bios, one-liner, hooks, and socials.
Retreats replenish.
Retreats replenish.
ETHOS is more like a 72-hour private retreat. Not a course.
Most people don’t finish courses. I want you to complete 100% and feel the gravity of the result.
That’s why ETHOS is drip-fed over 3 days.
You’ll receive breakthrough concepts, focused prompts, and write your assets as-we-go.
You’ll move from absorbing → creating in the moment.
“But I’m not a writer.”
If you can answer questions about who you are and how you’re servicing the world, you can do ETHOS.
ETHOS is more like a 72-hour private retreat.
Not a course.
ETHOS is more like a 72-hour private retreat. Not a course.
Most people don’t finish courses. I want you to complete 100% and feel the gravity of the result.
That’s why ETHOS is drip-fed over 3 days.
You’ll receive breakthrough concepts, focused prompts, and write your assets as-we-go.
You’ll move from absorbing → creating in the moment.
“But I’m not a writer.”
If you can answer questions about who you are and how you’re servicing the world, you can do ETHOS.
Most people don’t finish courses. I want you to complete 100% and feel the gravity of the result.
That’s why ETHOS is drip-fed over 3 days.
You’ll receive breakthrough concepts, focused prompts, and write your assets as-we-go.
You’ll move from absorbing → creating in the moment.
“But I’m not a writer.”
If you can answer questions about who you are and how you’re servicing the world, you can do ETHOS.
Creatives
Coaches & Liminal guides
Consultants & Strategists
Your work looks like a gallery and reads like a compromise.
You don’t want a career of random “cool gigs”. You want your practice to become a distinct, recognised way of creating.
You’re ready to be known for something specific, charge accordingly, and have a story that feels as deep as your work.
Creatives
Your work looks like a gallery and reads like a compromise.
You don’t want a career of random “cool gigs”. You want your practice to become a distinct, recognised way of creating.
You’re ready to be known for something specific, charge accordingly, and have a story that feels as deep as your work.
Coaches & Liminal guides
You hold deep spaces, but stumble when someone asks:
“So what makes you different from other coaches?”
Your writing swings between too mystical and too clinical.
You attract the curious instead of the committed. You often think about having a narrative clarity that shows your depth clear and simple.
Consultants & Strategists
You live in decks, docs, and digital environments where your language is felt every day.
You use labels like “brand strategist”, “fractional CMO”, “sustainability consultant”, “impact advisor”… from the outside this looks like everyone else.
You win on warm intros. But your LinkedIn, website, and one-liner don’t open new rooms at the level you should be in.
ETHOS helps you become a category-of-one.
To name your distinct lens, build your flagship offer around it,
and communicate it in a way others actually remember.
ETHOS helps you become a category-of-one. To name your distinct lens, build your flagship offer around it, and communicate it in a way others actually remember.
Creatives
Your work looks like a gallery and reads like a compromise.
You don’t want a career of random “cool gigs”. You want your practice to become a distinct, recognised way of creating.
You’re ready to be known for something specific, charge accordingly, and have a story that feels as deep as your work.
Coaches & Liminal guides
You hold deep spaces, but stumble when someone asks:
“So what makes you different from other coaches?”
Your writing swings between too mystical and too clinical.
You attract the curious instead of the committed. You often think about having a narrative clarity that shows your depth clear and simple.
Consultants & Strategists
You live in decks, docs, and digital environments where your language is felt every day.
You use labels like “brand strategist”, “fractional CMO”, “sustainability consultant”, “impact advisor”… from the outside this looks like everyone else.
You win on warm intros. But your LinkedIn, website, and one-liner don’t open new rooms at the level you should be in.
Creatives
Your work looks like a gallery and reads like a compromise.
You don’t want a career of random “cool gigs”. You want your practice to become a distinct, recognised way of creating.
You’re ready to be known for something specific, charge accordingly, and have a story that feels as deep as your work.
Coaches & Liminal guides
You hold deep spaces, but stumble when someone asks:
“So what makes you different from other coaches?”
Your writing swings between too mystical and too clinical.
You attract the curious instead of the committed. You often think about having a narrative clarity that shows your depth clear and simple.
Consultants & Strategists
You live in decks, docs, and digital environments where your language is felt every day.
You use labels like “brand strategist”, “fractional CMO”, “sustainability consultant”, “impact advisor”… from the outside this looks like everyone else.
You win on warm intros. But your LinkedIn, website, and one-liner don’t open new rooms at the level you should be in.
The cost of not
knowing your value
How many times have you been the ‘almost’ choice? How many proposals died in the valley of “we love this, but not right now”? How many projects stayed in the smaller version of what you could really do?
As a conservative take, would you say an incoherent story / narrative / positioning has led you to missing out on 2-3 clients a year?
If you are like the people I describe, your average project or package sits between $5k–$20k.
Which means:
$15k–$60k lost annually
$45k–$180k over three years
Not because your work isn’t worth it.
Simply because your specific value wasn’t clear or distinct enough.
If ETHOS helps you win just one project you would’ve otherwise lost or discounted, it more than paid for itself.
The cost of not
knowing your value
How many times have you been the ‘almost’ choice? How many proposals died in the valley of “we love this, but not right now”? How many projects stayed in the smaller version of what you could really do?
As a conservative take, would you say an incoherent story / narrative / positioning has led you to missing out on 2-3 clients a year?
If you are like the people I describe, your average project or package sits between $5k–$20k.
Which means:
$15k–$60k lost annually
$45k–$180k over three years
Not because your work isn’t worth it.
Simply because your specific value wasn’t clear or distinct enough.
If ETHOS helps you win just one project you would’ve otherwise lost or discounted, it more than paid for itself.
The cost of not
knowing your value
How many times have you been the ‘almost’ choice? How many proposals died in the valley of “we love this, but not right now”? How many projects stayed in the smaller version of what you could really do?
As a conservative take, would you say an incoherent story / narrative / positioning has led you to missing out on 2-3 clients a year?
If you are like the people I describe, your average project or package sits between $5k–$20k.
Which means:
$15k–$60k lost annually
$45k–$180k over three years
Not because your work isn’t worth it.
Simply because your specific value wasn’t clear or distinct enough.
If ETHOS helps you win just one project you would’ve otherwise lost or discounted, it more than paid for itself.
“Your storytelling has brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide (10+ years shaping modern masculinity)
"Roel is an alchemist. He captured the essence of the Buzz Women movement in simple, powerful words. Intent is a rare skill in an increasingly artificial world. If you want genuine intention, pick this guy!"
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
“We highly recommend anyone building an (impact) brand to work with Roel.”
Anne Pleun Van Eijsden
Founder award-winning BCorp, Paper on the Rocks
“Will always recommend Roel to any brand seeking to innovate in brand and content strategy.”
Mariana Schraub
Founder Vincitables (Hospitality tech)
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“Roel brings a magic edge combining strategy with poetry, building narratives that stay with you while capturing the heart of the mission.”
Jorik Dozy
Founder, Creative Director & Filmmaker at Studio Birthplace
“Your storytelling has brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide (10+ years shaping modern masculinity)
"Roel is an alchemist. He captured the essence of the Buzz Women movement in simple, powerful words. Intent is a rare skill in an increasingly artificial world. If you want genuine intention, pick this guy!"
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
“We highly recommend anyone building an (impact) brand to work with Roel.”
Anne Pleun Van Eijsden
Founder award-winning BCorp, Paper on the Rocks
“Will always recommend Roel to any brand seeking to innovate in brand and content strategy.”
Mariana Schraub
Founder Vincitables (Hospitality tech)
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“Roel brings a magic edge combining strategy with poetry, building narratives that stay with you while capturing the heart of the mission.”
Jorik Dozy
Founder, Creative Director & Filmmaker at Studio Birthplace
“Your storytelling has brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide (10+ years shaping modern masculinity)
"Roel is an alchemist. He captured the essence of the Buzz Women movement in simple, powerful words. Intent is a rare skill in an increasingly artificial world. If you want genuine intention, pick this guy!"
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
“We highly recommend anyone building an (impact) brand to work with Roel.”
Anne Pleun Van Eijsden
Founder award-winning BCorp, Paper on the Rocks
“Will always recommend Roel to any brand seeking to innovate in brand and content strategy.”
Mariana Schraub
Founder Vincitables (Hospitality tech)
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“Roel brings a magic edge combining strategy with poetry, building narratives that stay with you while capturing the heart of the mission.”
Jorik Dozy
Founder, Creative Director & Filmmaker at Studio Birthplace
“Your storytelling has brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide (10+ years shaping modern masculinity)
"Roel is an alchemist. He captured the essence of the Buzz Women movement in simple, powerful words. Intent is a rare skill in an increasingly artificial world. If you want genuine intention, pick this guy!"
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
“We highly recommend anyone building an (impact) brand to work with Roel.”
Anne Pleun Van Eijsden
Founder award-winning BCorp, Paper on the Rocks
“Will always recommend Roel to any brand seeking to innovate in brand and content strategy.”
Mariana Schraub
Founder Vincitables (Hospitality tech)
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“Roel brings a magic edge combining strategy with poetry, building narratives that stay with you while capturing the heart of the mission.”
Jorik Dozy
Founder, Creative Director & Filmmaker at Studio Birthplace
“Your storytelling has brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide (10+ years shaping modern masculinity)
"Roel is an alchemist. He captured the essence of the Buzz Women movement in simple, powerful words. Intent is a rare skill in an increasingly artificial world. If you want genuine intention, pick this guy!"
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
“We highly recommend anyone building an (impact) brand to work with Roel.”
Anne Pleun Van Eijsden
Founder award-winning BCorp, Paper on the Rocks
“Will always recommend Roel to any brand seeking to innovate in brand and content strategy.”
Mariana Schraub
Founder Vincitables (Hospitality tech)
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“Roel brings a magic edge combining strategy with poetry, building narratives that stay with you while capturing the heart of the mission.”
Jorik Dozy
Founder, Creative Director & Filmmaker at Studio Birthplace
“Your storytelling has brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide (10+ years shaping modern masculinity)
"Roel is an alchemist. He captured the essence of the Buzz Women movement in simple, powerful words. Intent is a rare skill in an increasingly artificial world. If you want genuine intention, pick this guy!"
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
“We highly recommend anyone building an (impact) brand to work with Roel.”
Anne Pleun Van Eijsden
Founder award-winning BCorp, Paper on the Rocks
“Will always recommend Roel to any brand seeking to innovate in brand and content strategy.”
Mariana Schraub
Founder Vincitables (Hospitality tech)
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“Roel brings a magic edge combining strategy with poetry, building narratives that stay with you while capturing the heart of the mission.”
Jorik Dozy
Founder, Creative Director & Filmmaker at Studio Birthplace
“Your storytelling has brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide (10+ years shaping modern masculinity)
"Roel is an alchemist. He captured the essence of the Buzz Women movement in simple, powerful words. Intent is a rare skill in an increasingly artificial world. If you want genuine intention, pick this guy!"
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
“We highly recommend anyone building an (impact) brand to work with Roel.”
Anne Pleun Van Eijsden
Founder award-winning BCorp, Paper on the Rocks
“Will always recommend Roel to any brand seeking to innovate in brand and content strategy.”
Mariana Schraub
Founder Vincitables (Hospitality tech)
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“Roel brings a magic edge combining strategy with poetry, building narratives that stay with you while capturing the heart of the mission.”
Jorik Dozy
Founder, Creative Director & Filmmaker at Studio Birthplace
“Your storytelling has brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide (10+ years shaping modern masculinity)
"Roel is an alchemist. He captured the essence of the Buzz Women movement in simple, powerful words. Intent is a rare skill in an increasingly artificial world. If you want genuine intention, pick this guy!"
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
“We highly recommend anyone building an (impact) brand to work with Roel.”
Anne Pleun Van Eijsden
Founder award-winning BCorp, Paper on the Rocks
“Will always recommend Roel to any brand seeking to innovate in brand and content strategy.”
Mariana Schraub
Founder Vincitables (Hospitality tech)
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“Roel brings a magic edge combining strategy with poetry, building narratives that stay with you while capturing the heart of the mission.”
Jorik Dozy
Founder, Creative Director & Filmmaker at Studio Birthplace
“Your storytelling has brought the Dragon Academy story to life in the most beautiful way.”
Cheryl Lee Mainland
A Harvard + LBS-sharpened, 3-exit founder Dragon Mom who turns epic storytelling into world-class EdTech
“My website finally sounds like me. What Roel helped me create is one-of-a-kind — I challenge you to find something similar out there.”
Kévin Fornier
CEO Coach for top-tier leaders
“To dive in with someone who has a complicated vision, Roel’s gift is pulling it out of them, and creating an offer that's unique in the world.”
Jordan Luke Collier
Literary Artist & men’s leadership guide (10+ years shaping modern masculinity)
"Roel is an alchemist. He captured the essence of the Buzz Women movement in simple, powerful words. Intent is a rare skill in an increasingly artificial world. If you want genuine intention, pick this guy!"
Dave Jongeneelen
Co-founder of Buzz Women & Better Meetings
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
“We highly recommend anyone building an (impact) brand to work with Roel.”
Anne Pleun Van Eijsden
Founder award-winning BCorp, Paper on the Rocks
“Will always recommend Roel to any brand seeking to innovate in brand and content strategy.”
Mariana Schraub
Founder Vincitables (Hospitality tech)
“Yes it’s so worth it. Roel manages to not just refine the texts, but lifts the piece to a whole new level. One where my brand image follows.”
Jonas Freeman
Founder of Good Karma Sea Moss, regenerative blue-economy venture
“I thought I had a boring story, but through his eyes and excitement I've become inspired and confident to share. More than a copywriter - he's a story healer.”
Geff Blaenk
Creative Designer for Social Impact Brands
“Roel brings a magic edge combining strategy with poetry, building narratives that stay with you while capturing the heart of the mission.”
Jorik Dozy
Founder, Creative Director & Filmmaker at Studio Birthplace
Doors open January 8th.
Doors open January 8th.
ETHOS Early Wave
Only available until
January 8th, 2026
Full ETHOS programme
90-min 1:1 narrative review included
Priority review scheduling (Jan–Feb)
$798
$798
ETHOS Early Wave
Only available until
January 8th, 2026
Full ETHOS programme
90-min 1:1 narrative review included
Priority review scheduling (Jan–Feb)
$798
$798
ETHOS Bundle
Starting Jan 8, 2026
Full ETHOS programme
90-min 1:1 narrative review included
$1,198
$1,198
$100 discount on live review
ETHOS Bundle
Starting Jan 8, 2026
Full ETHOS programme
90-min 1:1 narrative review included
$1,198
$1,198
$100 discount on live review
ETHOS
Starting Jan 8, 2026
Full ETHOS programme
$998
$998
● 90min live review optional ($300)
ETHOS
Starting Jan 8, 2026
Full ETHOS programme
$998
$998
● 90min live review optional ($300)
ETHOS
Starting Jan 8, 2026
Full ETHOS programme
$998
$998
● 90min live review optional ($300)
ETHOS Early Wave
Only available until
January 8th, 2026
Full ETHOS programme
90-min 1:1 narrative review included
Priority review scheduling (Jan–Feb)
$798
$798
ETHOS Bundle
Starting Jan 8, 2026
Full ETHOS programme
90-min 1:1 narrative review included
$1,198
$1,198
$100 discount on live review
ETHOS Early Wave
Only available until January 8th, 2026
Full ETHOS programme
90-min 1:1 narrative review included
Priority review scheduling (Jan–Feb)
$798
$798
ETHOS Early Wave
Only available until January 8th, 2026
Full ETHOS programme
90-min 1:1 narrative review included
Priority review scheduling (Jan–Feb)
$798
$798
ETHOS
Starting Jan 8, 2026
Full ETHOS programme
$998
$998
● 90min live review optional ($300)
ETHOS
Starting Jan 8, 2026
Full ETHOS programme
$998
$998
● 90min live review optional ($300)
ETHOS Bundle
Starting Jan 8, 2026
Full ETHOS programme
90-min 1:1 narrative review included
$1,198
$1,198
$100 discount on live review
ETHOS Bundle
Starting Jan 8, 2026
Full ETHOS programme
90-min 1:1 narrative review included
$1,198
$1,198
$100 discount on live review
Doors open January 8th.
ETHOS Early Wave
Only available until January 8th, 2026
Full ETHOS programme
90-min 1:1 narrative review included
Priority review scheduling (Jan–Feb)
$798
$798
ETHOS Bundle
Starting Jan 8, 2026
Full ETHOS programme
90-min 1:1 narrative review included
$1,198
$1,198
$100 discount on live review
ETHOS
Starting Jan 8, 2026
Full ETHOS programme
$998
$998
● 90min live review optional ($300)
Elicit
Reveal how you move through the world,
and name the thing that sets you apart.
What is ETHOS
Three days. 5 videos. 5 modules.
Translate
Where does this edge flow, where does it break.
What does it mean for how you will service the world.
Humanize
Your language determines your trajectory. Strip the performance out of your words so your language feels like you: human, a bit risky, and unmistakably yours.
Orchestrate
When we’ve nurtured the tree. Here we grow the rest of the forest. How your edge cascades into an ecosystem of language.
Stand Out
How to be incomparable in your market.
And become a category of one.
Real-World-Results Guarantee
Real-World-Results Guarantee
Real-World-Results Guarantee
Real-World-Results Guarantee
Complete ETHOS. Put at least one asset live. Use it in real conversations. If you don’t feel noticeably clearer or sharper, I’ll record you a personal teardown + rebuild to help you hit the mark
Complete ETHOS. Put at least one asset live. Use it in real conversations.
If you don’t feel noticeably clearer or sharper, I’ll record you a personal teardown + rebuild to help you hit the mark
Your questions answered
Your questions answered
1. What if I have no clue what my edge is?
That’s okay. Think of it like trying to read a label from inside the jar, that what makes us unique is not always obvious. ETHOS is meant to surface what’s always been there.
2. Is ETHOS coaching or a copywriting course?
Neither and both. ETHOS is about narrative identity. Yes, you’ll walk away with a clear positioning, and great written assets as a result, but the real work happens at the level beneath language. The place where your identity, story, and truth reorganise
3. Will this help me rebrand or create more content?
100%. When you are able to name; how you stand out, why people trust you, and what makes you the obvious choice – every type of content from rebranding a website to socials and pitches comes easier because it stems from resonance.
4. How is ETHOS structured?
3 days. 3 emails. 5 modules. And you’ll build your assets on-the-go with my guidance. Practices go deep but are sharp and short. No 40 hours of videos or 20 worktabs. We go for essence and clarity.
5. Is it three full days - and what if I need more time?
You can complete each day in about 3 hours (or longer if you wish to dive deeper). You can take as many days as you want, but I advise you to commit to momentum.
6. Is this a group programme?
No. You go through ETHOS alone with my guidance on video and prompts. In the videos people will have a chance to leave comments and resonate with each other. But essentially it’s self-paced.
7. What sort of support do you give?
For those in the Early Wave they get my availability on WhatsApp and a 90min live review afterwards to sharpen and lift. Those joining after January 8th have my guidance on the videos and email as well as the option to book a Live Review
8. What if I don’t know exactly what I’m offering?
ETHOS is designed for people who have an idea about their value and have had the clients, the business, the results to show for it. But, they’re often in transition. A new service emerges, a new iteration of their craft. It’s for you if you’re letting go of an old identity in favour of a truer one.
9. What’s your refund policy?
I don’t work with refunds but I will offer this: If you’ve completed ETHOS fully and you still don’t feel noticeably clearer or sharper, I’ll record you a personal teardown + rebuild to help you hit the mark.
10. Who is it for / who it’s not for?
ETHOS is not for people looking for generic bio formulas, templates or AI-voice-generators. ETHOS is for solo founders and creatives curious about landing the plane clearly on what they offer in the world and being able to articulate it in a novel way.
11. Can I expense ETHOS?
In many cases, yes. Participants often book ETHOS as a business expense for professional development or marketing, since it directly supports work and income. You’ll receive an invoice when you join — and as ever, best to double-check with your accountant for your specific situation.
12. How do I know if I’m ready for this?
You’re ready if your current positioning feels too small, too vague, too generic, too AI, too not-you. And you can sense a new chapter forming without the words to hold it.
1. What if I have no clue what my edge is?
That’s okay. Think of it like trying to read a label from inside the jar, that what makes us unique is not always obvious. ETHOS is meant to surface what’s always been there.
2. Is ETHOS coaching or a copywriting course?
Neither and both. ETHOS is about narrative identity. Yes, you’ll walk away with a clear positioning, and great written assets as a result, but the real work happens at the level beneath language. The place where your identity, story, and truth reorganise
3. Will this help me rebrand or create more content?
100%. When you are able to name; how you stand out, why people trust you, and what makes you the obvious choice – every type of content from rebranding a website to socials and pitches comes easier because it stems from resonance.
4. How is ETHOS structured?
3 days. 3 emails. 5 modules. And you’ll build your assets on-the-go with my guidance. Practices go deep but are sharp and short. No 40 hours of videos or 20 worktabs. We go for essence and clarity.
5. Is it three full days - and what if I need more time?
You can complete each day in about 3 hours (or longer if you wish to dive deeper). You can take as many days as you want, but I advise you to commit to momentum.
6. Is this a group programme?
No. You go through ETHOS alone with my guidance on video and prompts. In the videos people will have a chance to leave comments and resonate with each other. But essentially it’s self-paced.
7. What sort of support do you give?
For those in the Early Wave they get my availability on WhatsApp and a 90min live review afterwards to sharpen and lift. Those joining after January 8th have my guidance on the videos and email as well as the option to book a Live Review
8. What if I don’t know exactly what I’m offering?
ETHOS is designed for people who have an idea about their value and have had the clients, the business, the results to show for it. But, they’re often in transition. A new service emerges, a new iteration of their craft. It’s for you if you’re letting go of an old identity in favour of a truer one.
9. What’s your refund policy?
I don’t work with refunds but I will offer this: If you’ve completed ETHOS fully and you still don’t feel noticeably clearer or sharper, I’ll record you a personal teardown + rebuild to help you hit the mark.
10. Who is it for / who it’s not for?
ETHOS is not for people looking for generic bio formulas, templates or AI-voice-generators. ETHOS is for solo founders and creatives curious about landing the plane clearly on what they offer in the world and being able to articulate it in a novel way.
11. Can I expense ETHOS?
In many cases, yes. Participants often book ETHOS as a business expense for professional development or marketing, since it directly supports work and income. You’ll receive an invoice when you join — and as ever, best to double-check with your accountant for your specific situation.
12. How do I know if I’m ready for this?
You’re ready if your current positioning feels too small, too vague, too generic, too AI, too not-you. And you can sense a new chapter forming without the words to hold it.
1. What if I have no clue what my edge is?
That’s okay. Think of it like trying to read a label from inside the jar, that what makes us unique is not always obvious. ETHOS is meant to surface what’s always been there.
2. Is ETHOS coaching or a copywriting course?
Neither and both. ETHOS is about narrative identity. Yes, you’ll walk away with a clear positioning, and great written assets as a result, but the real work happens at the level beneath language. The place where your identity, story, and truth reorganise
3. Will this help me rebrand or create more content?
100%. When you are able to name; how you stand out, why people trust you, and what makes you the obvious choice – every type of content from rebranding a website to socials and pitches comes easier because it stems from resonance.
4. How is ETHOS structured?
3 days. 3 emails. 5 modules. And you’ll build your assets on-the-go with my guidance. Practices go deep but are sharp and short. No 40 hours of videos or 20 worktabs. We go for essence and clarity.
5. Is it three full days - and what if I need more time?
You can complete each day in about 3 hours (or longer if you wish to dive deeper). You can take as many days as you want, but I advise you to commit to momentum.
6. Is this a group programme?
No. You go through ETHOS alone with my guidance on video and prompts. In the videos people will have a chance to leave comments and resonate with each other. But essentially it’s self-paced.
7. What sort of support do you give?
For those in the Early Wave they get my availability on WhatsApp and a 90min live review afterwards to sharpen and lift. Those joining after January 8th have my guidance on the videos and email as well as the option to book a Live Review
8. What if I don’t know exactly what I’m offering?
ETHOS is designed for people who have an idea about their value and have had the clients, the business, the results to show for it. But, they’re often in transition. A new service emerges, a new iteration of their craft. It’s for you if you’re letting go of an old identity in favour of a truer one.
9. What’s your refund policy?
I don’t work with refunds but I will offer this: If you’ve completed ETHOS fully and you still don’t feel noticeably clearer or sharper, I’ll record you a personal teardown + rebuild to help you hit the mark.
10. Who is it for / who it’s not for?
ETHOS is not for people looking for generic bio formulas, templates or AI-voice-generators. ETHOS is for solo founders and creatives curious about landing the plane clearly on what they offer in the world and being able to articulate it in a novel way.
11. Can I expense ETHOS?
In many cases, yes. Participants often book ETHOS as a business expense for professional development or marketing, since it directly supports work and income. You’ll receive an invoice when you join — and as ever, best to double-check with your accountant for your specific situation.
12. How do I know if I’m ready for this?
You’re ready if your current positioning feels too small, too vague, too generic, too AI, too not-you. And you can sense a new chapter forming without the words to hold it.
1. What if I have no clue what my edge is?
That’s okay. Think of it like trying to read a label from inside the jar, that what makes us unique is not always obvious. ETHOS is meant to surface what’s always been there.
2. Is ETHOS coaching or a copywriting course?
Neither and both. ETHOS is about narrative identity. Yes, you’ll walk away with a clear positioning, and great written assets as a result, but the real work happens at the level beneath language. The place where your identity, story, and truth reorganise
3. Will this help me rebrand or create more content?
100%. When you are able to name; how you stand out, why people trust you, and what makes you the obvious choice – every type of content from rebranding a website to socials and pitches comes easier because it stems from resonance.
4. How is ETHOS structured?
3 days. 3 emails. 5 modules. And you’ll build your assets on-the-go with my guidance. Practices go deep but are sharp and short. No 40 hours of videos or 20 worktabs. We go for essence and clarity.
5. Is it three full days - and what if I need more time?
You can complete each day in about 3 hours (or longer if you wish to dive deeper). You can take as many days as you want, but I advise you to commit to momentum.
6. Is this a group programme?
No. You go through ETHOS alone with my guidance on video and prompts. In the videos people will have a chance to leave comments and resonate with each other. But essentially it’s self-paced.
7. What sort of support do you give?
For those in the Early Wave they get my availability on WhatsApp and a 90min live review afterwards to sharpen and lift. Those joining after January 8th have my guidance on the videos and email as well as the option to book a Live Review
8. What if I don’t know exactly what I’m offering?
ETHOS is designed for people who have an idea about their value and have had the clients, the business, the results to show for it. But, they’re often in transition. A new service emerges, a new iteration of their craft. It’s for you if you’re letting go of an old identity in favour of a truer one.
9. What’s your refund policy?
I don’t work with refunds but I will offer this: If you’ve completed ETHOS fully and you still don’t feel noticeably clearer or sharper, I’ll record you a personal teardown + rebuild to help you hit the mark.
10. Who is it for / who it’s not for?
ETHOS is not for people looking for generic bio formulas, templates or AI-voice-generators. ETHOS is for solo founders and creatives curious about landing the plane clearly on what they offer in the world and being able to articulate it in a novel way.
11. Can I expense ETHOS?
In many cases, yes. Participants often book ETHOS as a business expense for professional development or marketing, since it directly supports work and income. You’ll receive an invoice when you join — and as ever, best to double-check with your accountant for your specific situation.
12. How do I know if I’m ready for this?
You’re ready if your current positioning feels too small, too vague, too generic, too AI, too not-you. And you can sense a new chapter forming without the words to hold it.
BYE BYE, A.I.
ETHOS is 100% Human.
BYE BYE, A.I.
ETHOS is 100% Human.
I can’t believe I have to type this but that’s the age we live in.
There is zero AI in the prompts, the philosophy, or the structure of this curriculum.
Everything inside ETHOS is the result of 15 years working directly with hundreds of artists, founders, creatives, coaches, and building 50+ workshops for a global art community.
Every line you write inside ETHOS is yours.
Every shift you feel is yours.
Every word that lands is alive because you put it there.
Your work deserves a fully felt, human narrative architecture.Nothing less.
I can’t believe I have to type this but that’s the age we live in.
There is zero AI in the prompts, the philosophy, or the structure of this curriculum.
Everything inside ETHOS is the result of 15 years working directly with hundreds of artists, founders, creatives, coaches, and building 50+ workshops for a global art community.
Every line you write inside ETHOS is yours.
Every shift you feel is yours.
Every word that lands is alive because you put it there.
Your work deserves a fully felt, human narrative architecture.Nothing less.
“The people doing the most interesting work often have the muddiest messaging. They try frameworks and formulas that were never designed for the kind of depth they bring.
ETHOS is my way of giving your depth a clear, true language so your value stops being hidden and starts landing.
Join because you want your language to be a force for clarity, authenticity, and real human connection that inevitably makes it easier to charge what you’re worth.”
“The people doing the most interesting
work often have the muddiest messaging.
They try frameworks and formulas
that were never designed for the
kind of depth they bring.
ETHOS is my way of giving your depth a clear, true language so your value stops being hidden and starts landing.
Join because you want your language to
be a force for clarity, authenticity, and
real human connection that inevitably
makes it easier to charge what
you’re worth.”
Roel W.T. Cruys
Founder Human Nature · Art
and Voices Unleashed
Founder Human Nature · Art
and Voices Unleashed
