Human Nature · Art
ETHOS - REOPENING SOON
Build the
positioning, offer, and story that sets you apart.
ETHOS is a narrative identity course for coaches, creatives, and solo founders who hate loud marketing — and want their positioning,
offer, and story to reflect their actual depth.
DOORS OPEN
July 25 – 31st
PROGRAMME BEGINS
August 1st
Get the free Narrative Edge exercise when you join.
15+ years in narrative strategy · Founded a global community hosting · 270+ live events · Built, designed 50+ workshops and retreats.
Trusted by world-class artists, founders & authors who lead with depth.
Your work is
exceptional.
Your message is doing
it no favors.
The signs are there:
● Your website feels behind.
● Your offer takes too long to explain.
● Your positioning makes you easy to compare.
● Your best sales still happen after long conversations.
● People need to meet you before they understand your value.
ETHOS helps you close that gap.
And get started right away with the Narrative Edge exercise.
The Ethos Way
1.
Your positioning
Can people quickly understand why you are the right person for the problem they’re looking to solve?
2.
Offer
Can they see themselves in your solution and is it incomparable to others in your industry?
3.
Story
Can they trust the person behind it all?
In ETHOS we rebuild all three.
What you get when you join the waitlist
Join today and get immediate value — before doors even open.
Start with the Narrative Edge exercise.
When you join, you get a free exercise that helps you identify your edge. Where are you different, unique, why you are incomparable to anyone else in your field.
Live Q&A with Roel
You also get to sign up for the free Live Positioning Q&A: The Ethos Study. Here you can get live feedback on your current positioning and offer. 1 hour, 1 question, 1 move forward.
ETHOS opens July 25th – 31st.
Doors open for only seven days. The programme begins August 1st.
There are three ways.
ETHOS
INDEPENDENT
Self-paced path
$700
If you want the full Ethos process and prefer moving through deep work independently.
Best if you simply want the method, the modules, the workbook, the exercises and go at it alone.
ETHOS
GUIDED
Guided cohort with Roel
6 weeks · 10 people only
$2200
If you value live feedback, structure, accountability, and strategic refinement while moving through Ethos. You’ll receive live guidance from Roel and the added value of hearing other sharp people work through their positioning, offer, and story in real time.
Best if you know your thinking gets stronger when it’s challenged, reflected back, and refined.
ETHOS
PRIVATE
Private 3-month build with
Roel · 1 spot only
From €8000
For the founder, coach, consultant, creative who wants 1:1 guidance from start to finish.
This is for deeper narrative architecture: your positioning, story, offer ecosystem, audience lens, and strategic language. Built with more time, more proximity, and direct refinement.
Best if your business is entering a serious next phase and you want private strategic guidance rather than moving through the programme alone or in a cohort.
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. How long does ETHOS take?
Most people complete it in 4 weeks. You decide your pace but the advice here is to stick to a rhythm so you create with momentum.
6. Is this a private or group programme?
ETHOS is self-paced. But in each module you'll find comments and questions posed by others, allowing you to learn from different perspectives.
7. What sort of support do you give?
You have 3 options. ETHOS Independent is fully self-paced but comes with monhtly public Q&A sessions. ETHOS Guided comes with personal guidance and two 1:1 calls. ETHOS Private is a 3-month private container where you have me by your side, from start to finish, to implementing assets.
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?
Complete Ethos, put your assets live (your edge, your unique offer, your story). If you don't notice a change within 30 days in how you speak and position your business, you get a full refund.
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 seek to own their corner of the market with a unique positioning.
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.