ETHOS
10 spots · closes Oct 18th
ETHOS
10 spots · closes Oct 18th
ETHOS | A Positioning Programme for the Uncopyable
ETHOS
ETHOS
ETHOS
Turn who you’ve become,
Into what you’re known for.
Turn who you’ve become,
Into what you’re known for.
Make the ‘next’ thing the ‘One’ thing. Turn your depth into a commercial direction, position, and flagship offer.
10 spots
10 spots
8 weeks
8 weeks
Starts Oct. 18
Starts Oct. 18
Get the free Narrative Edge exercise when you join.
Let’s be honest. This is a sales page.
Let’s be honest. This is a sales page.
Let’s be honest. This is a sales page.
I want you to join Ethos.
I want you to join Ethos.
I want you to join Ethos.
So - as all good sales pages do - I’m going to:
01
Show you the problem.
02
What it’s costing you to leave this unresolved (you already feel this)
03
Then I’m going to show you there’s a way through.
I’m not going to push scarcity buttons or persuasion tactics on this page.
You’d see right through. And I’m allergic to them.
So if my method and offer make sense, I'm NOT going to ask you to buy.
You’re not? No. I want you to have a chat with me first. You need to feel that we are a fit.
We should be a run-to-each-other-jump-for-high-tens-YES.
Now the fine print:
I can't guarantee how much money you'll make.
I can guarantee you, you will feel damn confident in what you bring to the world and how to package it in a way others understand and want.
You’ll get there in a fraction of the time and you’ll have significant breakthroughs at every step.
You will be held to your highest, because I want you to see your own Ethos, coherence between who you are and what you do.
If that sounds like what you need, keep reading.
- Roel W.T. Cruys
Testimonials. You’re in good hands.
Testimonials. You’re in good hands.
“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
“What’s unique about Roel is he gave me a language that is fully me AND pulls me into a whole new realm of my craft.”
Pete Longworth
Internationally acclaimed photographer—trusted by Simon Sinek, Gabby Bernstein and the Obamas.
“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
“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)
“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)
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
"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
“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
“What’s unique about Roel is he gave me a language that is fully me AND pulls me into a whole new realm of my craft.”
Pete Longworth
Internationally acclaimed photographer—trusted by Simon Sinek, Gabby Bernstein and the Obamas.
“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
“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)
“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)
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
"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
“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
“What’s unique about Roel is he gave me a language that is fully me AND pulls me into a whole new realm of my craft.”
Pete Longworth
Internationally acclaimed photographer—trusted by Simon Sinek, Gabby Bernstein and the Obamas.
“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
“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)
“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)
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
"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
"ETHOS is like a personal trainer for your offer and positioning. It helped me clarify the value I bring to my clients and express it in ways that actually matter to them.”
Zal Dastur
Strategic Decision Partner
“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
“This course is a map to finding both your edge and creating an offer in alignment with your gifts; Roel's the map-making magician; follow his cues, and there's gold to be found.”
Remington Cooney
The Art of the Wild Monk
“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
"Before I wasn't sure where I was going professionally and didn't feel aligned with my industry. Now I'm driven by a value aligned purpose which is not mutually exclusive with the core work itself.”
Matej Navara
The Disconnect Tech Architect
“I’ve had so many AHA moments in ETHOS. Now I can actually voice why I’m different.”
Anastasiia Navara
Voice coach and founder
“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
"ETHOS is like a personal trainer for your offer and positioning. It helped me clarify the value I bring to my clients and express it in ways that actually matter to them.”
Zal Dastur
Strategic Decision Partner
“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
“This course is a map to finding both your edge and creating an offer in alignment with your gifts; Roel's the map-making magician; follow his cues, and there's gold to be found.”
Remington Cooney
The Art of the Wild Monk
“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
"Before I wasn't sure where I was going professionally and didn't feel aligned with my industry. Now I'm driven by a value aligned purpose which is not mutually exclusive with the core work itself.”
Matej Navara
The Disconnect Tech Architect
“I’ve had so many AHA moments in ETHOS. Now I can actually voice why I’m different.”
Anastasiia Navara
Voice coach and founder
“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
"ETHOS is like a personal trainer for your offer and positioning. It helped me clarify the value I bring to my clients and express it in ways that actually matter to them.”
Zal Dastur
Strategic Decision Partner
“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
“This course is a map to finding both your edge and creating an offer in alignment with your gifts; Roel's the map-making magician; follow his cues, and there's gold to be found.”
Remington Cooney
The Art of the Wild Monk
“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
"Before I wasn't sure where I was going professionally and didn't feel aligned with my industry. Now I'm driven by a value aligned purpose which is not mutually exclusive with the core work itself.”
Matej Navara
The Disconnect Tech Architect
“I’ve had so many AHA moments in ETHOS. Now I can actually voice why I’m different.”
Anastasiia Navara
Voice coach and founder
“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
A new idea, offer, or business wants to emerge.
A new idea, offer, or business wants to emerge.
But, this time your identity needs to be part of it.
But, this time your identity needs to be part of it.
You look at what currently makes you money and feel it represents a version of you that’s no longer accurate.
Who am I becoming, and how/what do I serve from that place?
You look at what currently makes you money and feel it represents a version of you that’s no longer accurate.
Who am I becoming, and how/what do I serve from that place?
You have the experience. The good years, the f*ck ups.
You know your craft.
But do you hire an identity coach?Or buy another $47 self-paced branding course?
Or will you take your hands off the wheel and trust that AI will save you - “bold strategy, Cotton”.
But do you hire an identity coach?Or buy another $47 self-paced branding course?
Or will you take your hands off the wheel and trust that AI will save you - “bold strategy, Cotton”.
Say, you do nothing. Then what?
You already tried that. You told yourself you’d sort this out after your last busy period, after the holidays.
This idea is not going away my friend. What resists, persists.
Only now your current business feels even less accurate and it’s impossible to ignore.
You already tried that. You told yourself you’d sort this out after your last busy period, after the holidays.
This idea is not going away my friend. What resists, persists.
Only now your current business feels even less accurate and it’s impossible to ignore.
A new idea, offer, or business wants to emerge.
But, this time your identity needs to be part of it.
You look at what currently makes you money and feel it represents a version of you that’s no longer accurate.
Who am I becoming, and how/what do I serve from that place?
You have the experience. The good years, the f*ck ups.
You know your craft.
But do you hire an identity coach?Or buy another $47 self-paced branding course?
Or will you take your hands off the wheel and trust that AI will save you - “bold strategy, Cotton”.
Say, you do nothing. Then what?
You already tried that. You told yourself you’d sort this out after your last busy period, after the holidays.
This idea is not going away my friend. What resists, persists.
Only now your current business feels even less accurate and it’s impossible to ignore.
If you have a “Hah that’s me!” moment with more than 3 of these,
then you know what I’m talking about:
If you have a “Hah that’s me!” moment with more than 3 of these, then you know what I’m talking about:
If you have a “Hah that’s me!” moment with more than 3 of these, then you know what I’m talking about:
☐
You keep tweaking your old offer because it lost a spark and heartbeat.
☐
You avoid sending people to your website because the language doesn’t add up.
☐
Content gets harder because you’re speaking from two versions of yourself at once.
☐
You get an opportunity and stall the decision wondering if it’s still you.
☐
You keep changing how you introduce yourself.
☐
You get referred for work you don’t want anymore.
☐
You keep changing how you introduce yourself.
You keep changing how you introduce yourself.
Welcome to identity swamp land.
Welcome to identity swamp land.
Welcome to identity swamp land.
You’ve grown too much to fully believe in the old thing anymore.
And you haven’t given yourself the time to shape the new one.
You’ve waited long enough to know this isn’t going to magically go away.
You’ve grown too much to fully believe in the old thing anymore. And you haven’t given yourself the time to shape the new one. You’ve waited long enough to know this isn’t going to magically go away.
If you’re done arriving at the same point every few months,
Well - how about we finally answer it together?
If you’re done arriving at the same point every few months, Well - how about we finally answer it together?
For your next act: congruence.
For your next act: congruence.
(You know - that thing where purpose, vision, and identity all line up. Where no competitor or AI can even come close to matching your fire).
(You know - that thing where purpose, vision, and identity all line up. Where no competitor or AI can even come close to matching your fire).
Ethos is an 8-week positioning programme that goes beyond traditional positioning.
You’ll be lining up your identity, philosophy, and commercial direction. So that the next offer and whole branch of offers result from a deep alignment.
Alignment = powerful energy and that energy is attractive.
Do with that what you will, we’re all smart cookies here.
I believe including who you are, especially when you run a service business, is essential to success. That added value amplifies even more in an age where AI and standardization create so much of the same.
Never forget:
Your gifts, your lens on the world is the core reason why someone chooses you over anyone else offering more or less the same. So double down on your gifts.
For your next act: congruence.
(You know - that thing where purpose, vision, and identity all line up. Where no competitor or AI can even come close to matching your fire).
Ethos is an 8-week positioning programme that goes beyond traditional positioning.
You’ll be lining up your identity, philosophy, and commercial direction. So that the next offer and whole branch of offers result from a deep alignment.
Alignment = powerful energy and that energy is attractive.
Do with that what you will, we’re all smart cookies here.
I believe including who you are, especially when you run a service business, is essential to success. That added value amplifies even more in an age where AI and standardization create so much of the same.
Never forget:
Your gifts, your lens on the world is the core reason why someone chooses you over anyone else offering more or less the same. So double down on your gifts.
The Result
YOU’LL ENTER ETHOS AND LEAVE WITH THIS:
A Central Idea
The philosophy, greater idea, that your next phase is organised around.
Your Uncopyable Human Edge
Your lived experience, unique way of seeing that makes you incomparable.
Positioning and Commercial Direction
Who this next chapter is for, what you want to become known for, and why you have a credible claim to it.
A Flagship Offer
The first doorway in. A flagship offer people understand and want.
Foundational Language
Words that actually sound like you. For your website, content, conversations and expressions.
A Decision Filter
So every new idea gets made fast and fits in the same universe.
For your next act: congruence.
(You know - that thing where purpose, vision, and identity all line up. Where no competitor or AI can even come close to matching your fire).
Ethos is an 8-week positioning programme that goes beyond traditional positioning.
You’ll be lining up your identity, philosophy, and commercial direction. So that the next offer and whole branch of offers result from a deep alignment.
Alignment = powerful energy and that energy is attractive.
Do with that what you will, we’re all smart cookies here.
I believe including who you are, especially when you run a service business, is essential to success. That added value amplifies even more in an age where AI and standardization create so much of the same.
Never forget:
Your gifts, your lens on the world is the core reason why someone chooses you over anyone else offering more or less the same. So double down on your gifts.
The Result
The Result
YOU’LL ENTER ETHOS AND LEAVE WITH THIS:
By the end of ETHOS,
you leave with:
YOU’LL ENTER ETHOS AND LEAVE WITH THIS:
A Central Idea
A Central Idea
A Central Idea
The philosophy, greater idea, that your next phase is organised around.
Your Uncopyable Human Edge
Your Uncopyable Human Edge
Your Uncopyable Human Edge
Your lived experience, unique way of seeing that makes you incomparable.
Positioning and Commercial Direction
Positioning and Commercial Direction
Positioning and Commercial Direction
Who this next chapter is for, what you want to become known for, and why you have a credible claim to it.
A Flagship Offer
A Flagship Offer
A Flagship Offer
The first doorway in. A flagship offer people understand and want.
Foundational Language
Foundational Language
Foundational Language
Words that actually sound like you. For your website, content, conversations and expressions.
A Decision Filter
A Decision Filter
A Decision Filter
So every new idea gets made fast and fits in the same universe.
The ETHOS Method
The ETHOS Method
Eight weeks. Every decision you make builds on the next.
Eight weeks. Every decision you make builds on the next.
Trust me, ETHOS is not eight weeks of things to do. It's eight weeks of finally making the key decisions you've been wanting to make for months.
IDENTITY
IDENTITY
CENTRAL IDEA
CENTRAL IDEA
BODY OF WORK
BODY OF WORK
Week 1-2
IDENTITY ARCHITECTURE
The who, the you.
The who, the you.
The who, the you.
What separates one coach from another? One photographer from another?
There are parts of your value you probably no longer notice because you’ve lived with them for years, but it’s these distinct qualities that make people choose you.
You have an uncopyable human edge, regardless of what you do. But is it consciously part of your business? And how do you include it?
Week 3-4
PHILOSOPHY
The central idea for others to orbit.
The central idea for others to orbit.
The central idea for others to orbit.
An offer to a single solution is a good business. A great business is one where others can see their own becoming by being in proximity to what you offer. Regardless of the offer.
A central idea, a philosophy forward, creates a landscape where not just one, but multiple products and services can flow from. And - if you’re in the movement / community creating business - it’s the place where people can find belonging in.
Week 5-6
POSITION + OFFER
The uncopyable offer.
The uncopyable offer.
The uncopyable offer.
There are formulas and frameworks to what sells well and how it’s packaged. You’ll learn these. Then we go further by bringing in language and form that stands out.
Week 7-8
INTEGRATION
Synthesis over reinvention.
Synthesis over reinvention.
In the final stage we finetune, we look at your ideal systems to bring your offer into the world so that you feel prepared going into your launch stage.
Who ETHOS is for
Who ETHOS is for
ETHOS IS NOT FOR YOU IF:
ETHOS IS NOT FOR YOU IF:
✗
You’re still building your first success.
✗
You know exactly what you want to sell and you just want more eyeballs on your work.
✗
You want funnels, launch strategy, or ad strategies. (it will likely be covered but is not the core of Ethos)
✗
You want someone else to tell you who to become and hand you the answer.
✗
You simply need better copy.
✗
You’re fine running several unrelated offers and don’t need them to belong to anything larger.
ETHOS IS FOR YOU:
ETHOS IS FOR YOU:
✓
You’re an established coach, creator or founder with a service business that already works or worked well.
✓
There’s a new offer or direction pulling at you, but it doesn’t quite fit the business you’ve already built.
✓
You don’t want to lose another six months tinkering with offers, positioning and messaging on your own.
✓
You want a human mirror - not an AI that says YES to every half-decent idea.
✓
You know there’s more depth to you than you currently show.
✓
You want the next offer to be the first doorway for a bigger body of work. A philosophy.
3 to 9/10 Business Clarity
3 to 9/10 Business Clarity
The average self-reported score others experienced with Ethos
The average self-reported score others experienced with Ethos
“ETHOS is like a personal trainer for your offer and positioning. It helped me clarify the value I bring to my clients and express it in ways that actually matter to them.”
Zal Dastur
Strategic Decision Partner
“ETHOS is like a personal trainer for your offer and positioning. It helped me clarify the value I bring to my clients and express it in ways that actually matter to them.”
Zal Dastur
Strategic Decision Partner
“I’ve had so many AHA moments in ETHOS. Now I can actually voice why I’m different.”
Anastasiia Navara
Voice coach and founder
“I’ve had so many AHA moments in ETHOS. Now I can actually voice why I’m different.”
Anastasiia Navara
Voice coach and founder
“This course is a map to finding both your edge and creating an offer in alignment with your gifts; Roel’s the map-making magician; follow his cues, and there’s gold to be found.”
Remington Cooney
The Art of the Wild Monk
“This course is a map to finding both your edge and creating an offer in alignment with your gifts; Roel’s the map-making magician; follow his cues, and there’s gold to be found.”
Remington Cooney
The Art of the Wild Monk
15 years of narrative identity
15 years of narrative identity
“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
“What’s unique about Roel is he gave me a language that is fully me AND pulls me into a whole new realm of my craft.”
Pete Longworth
Internationally acclaimed photographer—trusted by Simon Sinek, Gabby Bernstein and the Obamas.
“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
“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)
“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)
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
"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
“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
“What’s unique about Roel is he gave me a language that is fully me AND pulls me into a whole new realm of my craft.”
Pete Longworth
Internationally acclaimed photographer—trusted by Simon Sinek, Gabby Bernstein and the Obamas.
“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
“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)
“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)
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
"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
“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
“What’s unique about Roel is he gave me a language that is fully me AND pulls me into a whole new realm of my craft.”
Pete Longworth
Internationally acclaimed photographer—trusted by Simon Sinek, Gabby Bernstein and the Obamas.
“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
“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)
“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)
“He gave us a language we couldn’t have surfaced in decades.”
Frank Hyde
Co-founder of SeaTrek Sailing Adventures.
"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
"ETHOS is like a personal trainer for your offer and positioning. It helped me clarify the value I bring to my clients and express it in ways that actually matter to them.”
Zal Dastur
Strategic Decision Partner
“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
“This course is a map to finding both your edge and creating an offer in alignment with your gifts; Roel's the map-making magician; follow his cues, and there's gold to be found.”
Remington Cooney
The Art of the Wild Monk
“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
"Before I wasn't sure where I was going professionally and didn't feel aligned with my industry. Now I'm driven by a value aligned purpose which is not mutually exclusive with the core work itself.”
Matej Navara
The Disconnect Tech Architect
“I’ve had so many AHA moments in ETHOS. Now I can actually voice why I’m different.”
Anastasiia Navara
Voice coach and founder
“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
"ETHOS is like a personal trainer for your offer and positioning. It helped me clarify the value I bring to my clients and express it in ways that actually matter to them.”
Zal Dastur
Strategic Decision Partner
“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
“This course is a map to finding both your edge and creating an offer in alignment with your gifts; Roel's the map-making magician; follow his cues, and there's gold to be found.”
Remington Cooney
The Art of the Wild Monk
“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
"Before I wasn't sure where I was going professionally and didn't feel aligned with my industry. Now I'm driven by a value aligned purpose which is not mutually exclusive with the core work itself.”
Matej Navara
The Disconnect Tech Architect
“I’ve had so many AHA moments in ETHOS. Now I can actually voice why I’m different.”
Anastasiia Navara
Voice coach and founder
“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
"ETHOS is like a personal trainer for your offer and positioning. It helped me clarify the value I bring to my clients and express it in ways that actually matter to them.”
Zal Dastur
Strategic Decision Partner
“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
“This course is a map to finding both your edge and creating an offer in alignment with your gifts; Roel's the map-making magician; follow his cues, and there's gold to be found.”
Remington Cooney
The Art of the Wild Monk
“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
"Before I wasn't sure where I was going professionally and didn't feel aligned with my industry. Now I'm driven by a value aligned purpose which is not mutually exclusive with the core work itself.”
Matej Navara
The Disconnect Tech Architect
“I’ve had so many AHA moments in ETHOS. Now I can actually voice why I’m different.”
Anastasiia Navara
Voice coach and founder
“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
THE FOUNDER
Who am I, to support you?
Roel W.T. Cruys
Roel W.T. Cruys
- Narrative Architect
- Writer
- Founder ETHOS & Voices Unleashed
I’m Roel W.T. Cruys. A writer. Poet. Dad. Facilitator. Founder. Narrative Architect.
As soon as I knew how to work a pen I was infatuated with how people could communicate and connect better.
For over 15 years, founders, coaches, artists and organisations have come to me to turn their complex visions and experiences into clear narratives.
Co-founded Voices Unleashed. A global art community built around human expression. Across 5 countries, 270+ events and 50+ workshops we support people to give creative form to the human condition.
What you’ll find in me as your guide in ETHOS, is someone who sees the thread between your experience, gifts, philosophy and commercial value and hands you the key to articulate it.
Roel WT Cruys
The Narrative Architect
120+ founders, coaches & creatives
Guided across narrative, positioning and brand identity.
3/10 → 9/10 business clarity
Average participant score before and after ETHOS.
15+ years expertise
Narrative architecture, communication strategy and copy.
50+ workshops & retreats
Facilitation, curriculum and experience design.
Who am I to help you with this?
Roel W.T. Cruys
Roel W.T. Cruys
- Narrative Architect
- Writer
- Founder ETHOS & Voices Unleashed
For over 15 years, founders, coaches, artists and organisations have come to me to turn their complex visions and experiences into clear narratives.
Co-founded Voices Unleashed. A global art community built around human expression. Across 5 countries, 270+ events and 50+ workshops we support people to give creative form to the human condition.
What you’ll find in me as your guide in ETHOS, is someone who sees the thread between your experience, gifts, philosophy and commercial value and hands you the key to articulate it.
For over 15 years, founders, coaches, artists and organisations have come to me to turn their complex visions and experiences into clear narratives.
Co-founded Voices Unleashed. A global art community built around human expression. Across 5 countries, 270+ events and 50+ workshops we support people to give creative form to the human condition.
What you’ll find in me as your guide in ETHOS, is someone who sees the thread between your experience, gifts, philosophy and commercial value and hands you the key to articulate it.
120+ founders, coaches & creatives
120+ founders, coaches & creatives
Guided across narrative, positioning and brand identity.
3/10 → 9/10 business clarity
3/10 → 9/10 business clarity
Average participant score before and after ETHOS.
15+ years expertise
15+ years expertise
Narrative architecture, communication strategy and copy.
50+ workshops & retreats
50+ workshops & retreats
Facilitation, curriculum and experience design.
ETHOS
Eight weeks to turn who you’ve become into a distinct position and flagship offer.
10 Spots
8 Weeks
€2,250
€2,250
01
The Full ETHOS process
12+ videos and proven practices. Each practice helps you stack a decision towards clarity.
Short lessons that give you the thinking you most need at that stage.
02
Private diagnostic - 45 min
Enter ETHOS knowing exactly what needs most attention. Together we look at where you’re at and what’s been trying to emerge.
We find the knot to untangle before you enter the cohort.
03
8x LIVE SESSIONS: STRATEGY + Q&As + CEREMONIAL
3 live Strategy Sessions
Core topics, case studies and how you can directly apply what took me more than a decade.
3 live Q&A Sessions Hot seat sessions, but we’ll make them cool.
1 Opening Call + 1 Closing Call We start together, we celebrate the result together.
We take the important decisions together.
04
BONUS: WEEKLY FEEDBACK FROM ROEL
You won’t have to wait for the next call every time something important appears.
Throughout ETHOS, bring your questions into the private group.
I’ll respond directly each week on Mondays + Thursdays with strategic feedback and help you synthesize as you go through Ethos.
05
BONUS: A ROOM OF OXYGEN
The biggest wish from the last ETHOS cohort? More time to grow together. There was a clear desire to be in human-to-human connection. Someone described it as having a room of oxygen in the age of AI. So this time, you’ll go through the process with other driven founders, learning, challenging and reflecting alongside each other.
06
ALUMNI ACCESS
If you want more 1:1 support after ETHOS, you’ll get a better alumni rate.Entirely optional. ETHOS is designed to stand on its own.
ETHOS PRIVATE
THE FULL ETHOS PROCESS. PRIVATE. BUILT AROUND YOUR BUSINESS
Your business gets the full focus. We go deeper where needed, adapt the process around what emerges, and I’m directly involved in the decisions that shape what you sell, how you position it, and where you take the business next.
1 spot
12 Weeks
€7,500
€7,500
MY PROMISE
If you complete the process and you reach the end without a clear commercial direction and flagship offer, we keep going privately until you do. If I still can’t get you there, you’ll get a full refund.
10 Spots
8 Weeks
€2,250
€2,250
ETHOS
Eight weeks to turn who you’ve become into a distinct position and flagship offer.
ETHOS
Eight weeks to turn who you’ve become into a distinct position and flagship offer.
10 Spots
8 Weeks
€2,250
€2,250
01
The Full ETHOS process
12+ videos and proven practices. Each practice helps you stack a decision towards clarity.
Short lessons that give you the thinking you most need at that stage.
02
Private diagnostic - 45 min
Enter ETHOS knowing exactly what needs most attention. Together we look at where you’re at and what’s been trying to emerge.
We find the knot to untangle before you enter the cohort.
03
8x LIVE SESSIONS: STRATEGY + Q&As + CEREMONIAL
3 live Strategy Sessions
Core topics, case studies and how you can directly apply what took me more than a decade.
3 live Q&A Sessions Hot seat sessions, but we’ll make them cool.
1 Opening Call + 1 Closing Call We start together, we celebrate the result together.
We take the important decisions together.
04
BONUS: WEEKLY FEEDBACK FROM ROEL
You won’t have to wait for the next call every time something important appears.
Throughout ETHOS, bring your questions into the private group.
I’ll respond directly each week on Mondays + Thursdays with strategic feedback and help you synthesize as you go through Ethos.
05
BONUS: A ROOM OF OXYGEN
The biggest wish from the last ETHOS cohort? More time to grow together. There was a clear desire to be in human-to-human connection. Someone described it as having a room of oxygen in the age of AI. So this time, you’ll go through the process with other driven founders, learning, challenging and reflecting alongside each other.
06
ALUMNI ACCESS
If you want more 1:1 support after ETHOS, you’ll get a better alumni rate.Entirely optional. ETHOS is designed to stand on its own.
ETHOS PRIVATE
ETHOS PRIVATE
THE FULL ETHOS PROCESS. PRIVATE. BUILT AROUND YOUR BUSINESS
THE FULL ETHOS PROCESS. PRIVATE. BUILT AROUND YOUR BUSINESS
Your business gets the full focus. We go deeper where needed, adapt the process around what emerges, and I’m directly involved in the decisions that shape what you sell, how you position it, and where you take the business next.
1 Spot
1 Spot
12 Weeks
12 Weeks
€7,500
€7,500
€7,500
€7,500
€7,500
€7,500
MY PROMISE
If you complete the process and you reach the end without a clear commercial direction and flagship offer, we keep going privately until you do. If I still can’t get you there, you’ll get a full refund.
Eight weeks to turn who you’ve become into a distinct position and flagship offer.
ETHOS
10 Spots
8 Weeks
€2,250
€2,250
01
The Full ETHOS process
12+ videos and proven practices. Each practice helps you stack a decision towards clarity.
02
Private diagnostic - 45 min
Enter ETHOS knowing exactly what needs most attention. Together we look at where you’re at and what’s been trying to emerge.
03
8x LIVE SESSIONS: STRATEGY + Q&As + CEREMONIAL
3 live Strategy Sessions
Core topics, case studies and how you can directly apply what took me more than a decade.
3 live Q&A Sessions Hot seat sessions, but we’ll make them cool.
1 Opening Call + 1 Closing Call We start together, we celebrate the result together.
04
BONUS: WEEKLY FEEDBACK FROM ROEL
You won’t have to wait for the next call every time something important appears.
Throughout ETHOS, bring your questions into the private group.
I’ll respond directly each week on Mondays + Thursdays with strategic feedback and help you synthesize as you go through Ethos.
05
BONUS: A ROOM OF OXYGEN
The biggest wish from the last ETHOS cohort? More time to grow together. There was a clear desire to be in human-to-human connection. Someone described it as having a room of oxygen in the age of AI. So this time, you’ll go through the process with other driven founders, learning, challenging and reflecting alongside each other.
06
ALUMNI ACCESS
If you want more 1:1 support after ETHOS, you’ll get a better alumni rate.Entirely optional. ETHOS is designed to stand on its own.
ETHOS PRIVATE
THE FULL ETHOS PROCESS. PRIVATE. BUILT AROUND YOUR BUSINESS
Your business gets the full focus. We go deeper where needed, adapt the process around what emerges, and I’m directly involved in the decisions that shape what you sell, how you position it, and where you take the business next.
€7,500
€7,500
1 Spot
12 Weeks
MY PROMISE
If you complete the process and you reach the end without a clear commercial direction and flagship offer, we keep going privately until you do. If I still can’t get you there, you’ll get a full refund.
How it works
From application to your first module.
Today · 2 minutes
Apply
Get the Narrative Edge exercise, a seat at the live Q&A and your enrolment link.
This week
Choose your level
ETHOS (10 places) or Private (1 place). Unsure? Message Roel on WhatsApp.
By October 11
Enrol
Enrolment closes at midnight. Like Cinderella.
October 18
ETHOS opens
One module a week lands in your inbox, with the group calls alongside.
How it works
01
You message me
Click any of your favourite ‘Apply for ETHOS’ buttons on this page. No form marathon.
02
We talk
We figure out whether ETHOS is the right thing for you.
03
We both say yes
If it feels like a run-to-each-other-jump-for-high-tens-YES, you complete the payment, you join. (Payment plans available)
04
We start with a private session
Before ETHOS starts we’ll have a 45min private session so I understand your business and you have the best support from me. And 8 weeks later, you’ve stopped talking about “my idea is..”
You’ll have given shape to it.
How it works
How it works
01
Click a Button
Click a Button
No form marathon. Click any of your favourite ‘Chat with Roel’ buttons on this page and it will open a chat with me.
No form marathon. Click any of your favourite ‘Chat with Roel’ buttons on this page and it will open a chat with me.
02
We talk
We talk
We figure out whether ETHOS is the right thing for you.
We figure out whether ETHOS is the right thing for you.
03
We both say yes
We both say yes
If it feels like a run-to-each-other-jump-for-high-tens-YES, you complete the payment, you join. (Payment plans available)
If it feels like a run-to-each-other-jump-for-high-tens-YES, you complete the payment, you join. (Payment plans available)
04
We start with a private session
We start with a private session
Before ETHOS starts we’ll have a 45min private session so I understand your business and you have the best support from me.
And 8 weeks later, you’ve stopped talking about “my idea is...” You’ll have created it.
Before ETHOS starts we’ll have a 45min private session so I understand your business and you have the best support from me.
And 8 weeks later, you’ve stopped talking about “my idea is...” You’ll have created it.
FREQUENTLY ASKED QUESTIONS
FREQUENTLY ASKED QUESTIONS
FREQUENTLY ASKED QUESTIONS
Or - Questions you should ask before saying yes.
Or - Questions you should ask before saying yes.
1. My current business already works. Is ETHOS for me?
Let’s not create a problem you don’t have. Does your current business still feel meaningful? Does it still feel like the path you want to keep walking? If yes, great. You probably don’t need ETHOS. If, however, you’re here because something else has been knocking for a while; a new idea, offer, direction or whole business model - then yes. That’s exactly what ETHOS is for.
2. What will I actually leave with?
At minimum: 1. Your Human Edge - what’s distinctly yours. 2. A Central Philosophy to build the next phase of your business around. 3. A clear market position and commercial direction. 4. A flagship offer people get and want. 5. Foundational language and a filter for future ideas. You leave knowing what you’re moving toward, why it belongs to you, and how another person can choose it.
3. I’ve done a positioning course before. What makes ETHOS different?
Most positioning starts with the market: Who is the customer? What category are you in? What can you do? Useful stuff. But ETHOS starts a layer deeper by helping you set a foundation of identity, philosophy and creating from congruence. Then we take that into the market.
4. Can’t I just figure this out with ChatGPT or Claude?
You’ve probably tried that and are here because you arrived at the answer. AI is useful for structure. But it’s vanilla at bringing your depth to the surface. ETHOS is about creating with depth.
5. Do I need to change my whole business?
No. In many cases I would advise against it. You already have reputation, clients, proof and knowledge. Those are your assets. We work out what has a place and what the next chapter needs from what you’ve already created. The aim is not a complete reinvention. It’s coherence.
6. I’m already busy. How much time will ETHOS take?
Roughly 3-4 focused hours a week, including the live sessions. ETHOS is made for people who already have businesses to run. I respect your time, we go for sharp decisions and execution. Some weeks you may want to spend longer because you’ve touched upon something important. But I’m not going to bury you in coursework just to make the programme feel substantial.
7. Why should I deal with this now?
I’m not going to manufacture urgency for you. No countdown timer or ‘one spot left’ is going to make ETHOS more important than it already is to you. If you’re here, something is asking for your attention. Maybe it’s been for six months. Maybe a few years. You’re the best judge of whether it matters enough to act on. But if you keep arriving back at the same question, at some point that is your answer.
8. What if I finish ETHOS and I’m still not clear?
Then in the words of Kobe Bryant: “Job’s not finished”. If you commit to the process, do the practices and make real decisions, you should leave knowing what this next chapter stands for and what flagship offer gives it form. If by the end that still isn’t clear, I’llsupport you privately until it is. No extra fee. You’re not leaving ETHOS with a “figure it out” as your next step. And if at the end of that you still didn’t move forward, I’ll refund you in full.
BYE BYE, A.I.
ETHOS is 100% Human.
BYE BYE, A.I.
ETHOS is 100% Human.
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.
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."
“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."
You’ve spent enough time feeling the next thing coming.
Let’s give it somewhere to land.
You’ve spent enough time feeling the next thing coming.
Let’s give it somewhere to land.
Your work deserves
language that matches it.
You’ve spent enough time feeling the next thing coming.
You’ve spent enough time feeling the next thing coming.
Let’s give it somewhere to land.