ETHOS · October 18th · 6 Weeks
10 people
6 weeks
€2,000
The Gap
So you keep changing the surface — a new bio, a new offer, new content pillars, another positioning exercise, another conversation with ChatGPT.
But the problem sits deeper than messaging.
IDENTITY
CENTRAL IDEA
BODY OF WORK
01
THE IDENTITY
This is the part we tend to hide most. The who. The you.
We often forget that what we do in business is rarely unique. Yet still people choose you over others. This has to do with who you are. The frequency you emit that tells people: you are my person to trust. So what ETHOS will not do is give you a manufactured brand personality. I created this so you can integrate the depth of your character into your business. Because your strongest positioning should not merely describe what you sell. It should be your fingerprint that gives its magic.
02
THE CENTRAL IDEA
What is the idea your business exists in service of?
A business can solve a single problem and be successful. Lose weight. Build a brand. Become a better leader. Find more clients. All useful in their own right and can make a person wealthy and proud of what they’ve created. But… You want more. For people to gather around a new way of looking at the world. A philosophy. A central idea people can recognize themselves in and orbit around.
Instead of pushing a course, a coaching programme, a product into the market.
You want to help people answer: What am I really here to explore, express and evolve from?
03
THE BODY OF WORK
Now we give the idea a commercial form.
POSITIONING
INCOMPARABLE OFFER(S)
Create offers that emerge naturally from your particular strengths, philosophy and perspective. Not complexity for the sake of originality — an offer that solves something people genuinely care about, through an approach that could only really have come from you.
LANGUAGE
Find the words for what you see. Your narrative. Your concepts. Language that makes people recognise you.
The Result
By the end of ETHOS,
you leave with:
A defined human edge.
A Central Idea the business can organise around.
A clear position you want to own.
An offer direction people can enter through.
A foundational language system that sounds unmistakably yours.
A filter for deciding what belongs in the business next.
10 People
6 Weeks
€2,000
✓
A coach whose thinking has moved far beyond the positioning you started with.
✓
A creative trying to bring professional expertise, creative expression and personal evolution into one coherent practice.
✓
A founder with several strong ideas or offers but no clear centre holding them together.
✓
A personal brand that has become visible for one thing while something much bigger is beginning to emerge underneath it.
✗
You need your first business idea.
✗
Your main problem is getting more leads.
✗
You want a plug-and-play funnel.
✗
You want AI to generate your positioning in twenty minutes.
Ethos helps you understand what should remain, what has become too small, and what now needs to evolve.
Free when you apply
A 10-min video exercise
The Narrative Edge
Find the gap between what you say you do and what your incomparable value truly is.
You get: a sharper read on why your positioning isn’t landing yet.
Live positioning Q&A
The ETHOS Study
Bring one urgent positioning, offer or story question. One question, one answer, one move forward.
You get: one concrete improvement in your first week.
Choose your level
Two ways in. Both close October 11.
Most chosen · 10 places
6 weeks · small group · starts October 18
(incl. VAT)
Structure and personal guidance, in a group of ten.
✓ One module a week in your inbox: videos, a worksheet, reflective questions
✓ Bi-weekly strategic group calls
✓ Personal Q&As with Roel
✓ A private 90-minute final review
✓ Free on applying: the Narrative Edge exercise and a live Q&A seat
3 months · fully 1:1 · 1 place
from
(incl. VAT)
A narrative architecture built around your situation.
✓ All ETHOS modules
✓ 1:1 strategy sessions throughout
✓ Async support between sessions
✓ A one-of-a-kind offer, positioning and narrative architecture
✓
The 30-day promise. Finish ETHOS and put your new assets live. If after 30 days you don’t notice a change in how you speak about and position your business, apply for a full refund.
Questions
Something not covered? Message Roel on WhatsApp.
WHAT WILL I ACTUALLY LEAVE WITH?
At minimum: A clearer understanding of your human edge. A Central Idea that gives the business direction. A positioning centred on what you want to become known for. Offers that give people a compelling way into that positioning. Language and narrative that make the business recognisably yours. But the deeper result is the coherence underneath those things. You understand how your experience, philosophy, expertise, interests and future ideas belong together. That becomes a filter for what you create next.
DO I NEED TO CHANGE MY WHOLE BUSINESS?
No. In many cases that would be stupid. You have accumulated clients, reputation, proof, relationships and knowledge. Those are assets. We identify what deserves to remain, what has become outdated and what needs to evolve. The objective is not maximum change. It is the right change.
WHAT IF MY BUSINESS IS ALREADY SUCCESSFUL?
That is often exactly when these questions become difficult. The business may still generate revenue. Clients may still come. Nothing is obviously broken. You have simply become larger than the container you originally built. Then the question becomes: How do I evolve without destroying the equity I’ve already created? ETHOS is designed for that transition.
WHY ONLY 10 PEOPLE?
Because the quality of the room matters. Every participant is both receiving perspective and contributing it. I want people with enough lived experience to recognise patterns, enough curiosity to question their assumptions and enough generosity to help someone else recognise what they cannot yet see themselves. Ten gives us enough difference to create perspective without turning the programme into an audience.
WHY SIX WEEKS?
Because this should not become six months of abstract introspection. The aim is to make decisions. You receive the material from the beginning. The six weeks give you enough space to uncover patterns, test ideas against other people, change your mind, make decisions and start applying them while the room is still live.
WHAT IF I ALREADY HAVE POSITIONING?
Use them. They are useful for research, synthesis, questioning and iteration. But an AI can only react to what you think to give it. Some of your most distinctive qualities are the things you stopped noticing years ago. ETHOS places you in a room with other people who can notice what you omitted, challenge what you assumed was obvious and react to your ideas before you take them into the market. AI can accelerate thought. It cannot outsource judgement.
CAN’T I DO THIS WITH CHATGPT OR CLAUDE?
Yes. When you apply today, you get a free Narrative Edge exercise and access to sign up for a live positioning Q&A with Roel.
IS THIS PERSONAL BRANDING?
Only if we use that phrase very broadly. ETHOS is not about turning your personality into content. We are looking for the intersection between: who you are, what shaped you, what you are unusually capable of, what you believe, what other people value, and where you want to go next. Then we decide what actually belongs in the business. Discernment is part of the process.
WHEN DOES ETHOS BEGIN?
October 18. 10 people. 6 weeks. €1,900. APPLY FOR ETHOS