A clear through-line for what only you can do — the idea your whole business can orbit.
Your signature offer with a narrative that makes your “why you” tangible and buyable.
A 300–500 word personal story that holds the core for your bios, one-liner, hooks, and socials.
10 spots
ETHOS
8-week guided cohort with live strategy calls and a private final review. If you want structure and personal guidance.
✓ Everything in ETHOS Independent
✓ 8-week guided structure
✓ Bi-weekly strategic group calls
✓ Personal Q&As
✓ Private 90-minute final review
€2,500
€2,500
(incl. VAT)
1 spot
ETHOS Private
8 weeks, fully 1:1. A narrative architecture built specifically around your situation.
✓ Everything in ETHOS Independent
✓ Private 3-month container
✓ 1:1 strategy sessions throughout
✓ Async support between sessions
✓ A one-of-a-kind offer, positioning and narrative architecture
Starts from
€6,000
€6,000
(incl. VAT)
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.
Roel W.T. Cruys
