ETHOS | A Positioning Programme for the Uncopyable
ETHOS - REOPENING SOON
ETHOS - REOPENING SOON
ETHOS - REOPENING SOON
Find your ETHOS.
Lead with depth. Become Uncopyable.
Find your ETHOS.
Lead with depth.
Become Uncopyable.
Find your ETHOS.
Lead with depth.
Become Uncopyable.
Find your ETHOS.
Lead with depth. Become Uncopyable.
Find your ETHOS.
Lead with depth. Become Uncopyable.
The Narrative Identity course for coaches, creatives, and personal brands. How to turn your depth into an incomparable positioning, offer, and story.
The Narrative Identity course for
coaches, creatives, and personal brands.
How to turn your depth into an incomparable
positioning, offer, and story.
The Narrative Identity course for coaches, creatives, and personal brands. How to turn your depth into an incomparable positioning, offer, and story.
DOORS OPEN
DOORS OPEN
August 23 – 28th
August 23 – 28th
August 23 – 28th
PROGRAMME BEGINS
PROGRAMME BEGINS
August 30th
August 30th
August 30th
Get the free Narrative Edge exercise when you join.
Get the free Narrative Edge exercise when you join.
Get the free Narrative Edge exercise when you join.
Get the free Narrative Edge exercise
when you join.
Ethos was born to surface that which no competitor or AI model can copy. Narrative Identity. Everything that makes you - you.
Trusted by world-class artists, founders & authors who lead with depth.
Trusted by world-class artists, founders & authors who lead with depth.
Trusted by world-class artists, founders & authors who lead with depth.
“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
“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.
“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.
“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.
"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
“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
"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
“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
"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
"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
“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
"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
“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
"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
"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
“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
"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
“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
"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
"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 PROBLEM
THE PROBLEM
THE PROBLEM
Your work is
exceptional.
Your message
is two steps behind.
Your work is
exceptional.
Your message
is two steps behind.
Your work is
exceptional.
Your message
is two steps behind.
Your work is
exceptional.
Your message
is two steps behind.
Your work is
exceptional.
Your message
is two steps behind.
You already have experience, proof, and a body of work. But your current language is a few steps behind. Making potential clients work too hard to understand why they should choose you.
You already have experience, proof, and a body of work. But your current language is a few steps behind. Making potential clients work too hard to understand why they should choose you.
You already have experience, proof, and a body of work. But your current language is a few steps behind. Making potential clients work too hard to understand why they should choose you.
You already have experience, proof, and a body of work. But your current language is a few steps behind. Making potential clients work too hard to understand why they should choose you.
Nod if this resonates:
Nod if this resonates:
Nod if this resonates:
You've undercharged your work, because you were compared to others with different qualities.
You've undercharged your work, because you were compared to others with different qualities.
Your offer takes too long to explain.
Your offer takes too long to explain.
Your positioning makes you easy to compare.
Your positioning makes you easy to compare.
Your sales mostly land after long conversations.
Your sales mostly land after long conversations.
Your market is saturated and you wonder
if this is still your thing.
if this is still your thing.
ETHOS shrugs off that weight.
ETHOS shrugs off that weight.
ETHOS shrugs off that weight.
Get started right away with the Narrative Edge exercise and a live Q&A spot.
Get started right away with the Narrative Edge exercise and a live Q&A spot.
The ETHOS Method
The ETHOS Method
A Three-Part Architecture
A Three-Part Architecture
To change any narrative we have to start with the structure underneath the language.
To change any narrative we have to start with the structure underneath the language.
1. Your positioning
1. Your positioning
1. Your positioning
The core narrative that speaks to the feeling and moves the action.
2. Your Offer
2. Your Offer
2. Your Offer
How to build an offer that doesn't over promise but absolutely sets you apart.
How to build an offer that doesn't over promise but absolutely sets you apart.
3. Your Story
3. Your Story
3. Your Story
Who you are becomes the foundation for any 'why you'-question clients ask.
Who you are becomes the foundation for any 'why you'-question clients ask.
In ETHOS we rebuild all three.
What you get when you join the waitlist
What you get when you join the waitlist
What you get when you join the waitlist
What you get when you join
the waitlist
Join today and get immediate value — before doors even open.
Join today and get immediate value — before doors even open.
THE NARRATIVE EDGE EXERCISE
THE NARRATIVE
EDGE EXERCISE
A 10-min video exercise
A 10-min video exercise
Find the gap between what you say you do and what your incomparable value truly is.
Find the gap between what you say you do and what your incomparable value truly is.
Outcome: a sharper read on why your positioning is not landing yet.
THE ETHOS STUDY
THE ETHOS STUDY
Live Positioning Q&A with Roel
Live Positioning Q&A with Roel
Bring one urgent positioning, offer, or story question.
1 Question · 1 Answer · 1 Move Forward
Bring one urgent positioning, offer, or story question.
1 Question · 1 Answer · 1 Move Forward
Outcome: one concrete improvement before doors open.
WHO ETHOS IS FOR
WHO ETHOS IS FOR
ETHOS is for people who lead with depth.
ETHOS is for people
who lead with depth.
ETHOS is for people
who lead with depth.
Not for everyone. Built for those who are already doing real work.
Not for everyone. Built for those who are already doing real work.
IT'S FOR YOU IF:
IT'S FOR YOU IF:
✓
You already have clients, proof, or a working body of work.
You already have clients, proof, or a working body of work.
✓
Your current positioning feels too broad or explainy.
Your current positioning feels too broad or explainy.
✓
You are entering a sharper chapter of your business.
You are entering a sharper chapter of your business.
✓
You want your website, offer, and story to sound like your actual level.
You want your website, offer, and story to sound like your actual level.
✓
You are tired of being understood only after a long conversation.
You are tired of being understood only after a long conversation.
IT'S NOT FOR YOU IF:
IT'S NOT FOR YOU IF:
✗
You are still looking for your first viable idea.
You are still looking for your first viable idea.
✗
You want plug-and-play templates.
You want plug-and-play templates.
✗
You want AI prompts to write your voice for you.
You want AI prompts to write your voice for you.
✗
You need done-for-you website copy only.
You need done-for-you website copy only.
✗
You are unwilling to look at the deeper work you do.
You are unwilling to look at the deeper work you do.
WORDS BY OTHERS
WORDS BY OTHERS
These are exceptional people. I didn’t “fix” their craft.
I helped them find a language the world could feel.
These are exceptional people. I didn’t “fix” their craft. I helped them find a language the world could feel.
These are exceptional people. I didn’t “fix” their craft. I helped them find a language the world could feel.
These are exceptional people.
I didn’t “fix” their craft. I helped them find a language the world could feel.
“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
“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
“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
“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.
“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.
“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.
THE FOUNDER
ABOUT ROEL WT CRUYS
For 15 years I’ve been guiding people to their truest expression.
"Show people the clearest path to express their gift."
"Show people the clearest path to express their gift."
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.
I’m Roel W.T. Cruys. A writer. Poet. Dad. Facilitator. Founder. Narrative Architect.
The moment I knew I could write, I was infatuated with how we could communicate and connect better.
Then I realized how many of us are oblivious to their gift. Or afraid to lead with it. And sometimes all we need is the right encouragement paired with the tools to express.
Finding your Ethos has a nice little ring to it.
But you'll see it's made to serve you for decades.
I’m Roel W.T. Cruys. A writer. Poet. Dad. Facilitator. Founder. Narrative Architect.
The moment I knew I could write, I was infatuated with how we could communicate and connect better.
Then I realized how many of us are oblivious to their gift. Or afraid to lead with it. And sometimes all we need is the right encouragement paired with the tools to express.
Finding your Ethos has a nice little ring to it.
But you'll see it's made to serve you for decades.
Roel WT Cruys
The Narrative Architect
15+ years Narrative
Strategy
Brand identity, copywriting, storytelling, curriculum design, creative facilitation, narrative identity.
Worked with some
of the best
World class artists, post-exit founders, best-selling authors, industry-leading coaches, and social enterprises.
Founder Voices Unleashed
Founded Voices Unleashed in 2020, an international art community spanning 5 countries, hosted 270+ live events, and developed 50+ workshops and retreats.
ABOUT ROEL WT CRUYS
"Show people the clearest path to express their gift."
I’m Roel W.T. Cruys. A writer. Poet. Dad. Facilitator. Founder. Narrative Architect.
The moment I knew I could write, I was infatuated with how we could communicate and connect better.
Then I realized how many of us are oblivious to their gift. Or afraid to lead with it. And sometimes all we need is the right encouragement paired with the tools to express.
Finding your Ethos has a nice little ring to it.
But you'll see it's made to serve you for decades.
Roel WT Cruys
The Narrative Architect
15+ years Narrative
Strategy
Brand identity, copywriting, storytelling, curriculum design, creative facilitation, narrative identity.
Worked with some
of the best
World class artists, post-exit founders, best-selling authors, industry-leading coaches, and social enterprises.
Founder Voices Unleashed
Founded Voices Unleashed in 2020, an international art community spanning 5 countries, hosted 270+ live events, and developed 50+ workshops and retreats.
ABOUT ROEL WT CRUYS
"To show you the clearest path to express your gift."
I’m Roel W.T. Cruys. A writer. Poet. Dad. Facilitator. Founder. Narrative Architect.
The moment I knew I could write, I was infatuated with how we could communicate and connect better.
Then I realized how many of us are oblivious to their gift. Or afraid to lead with it. And sometimes all we need is the right encouragement paired with the tools to express.
Finding your Ethos has a nice little ring to it.
But you'll see it's made to serve you for decades.
I’m Roel W.T. Cruys. A writer. Poet. Dad. Facilitator. Founder. Narrative Architect.
The moment I knew I could write, I was infatuated with how we could communicate and connect better.
Then I realized how many of us are oblivious to their gift. Or afraid to lead with it. And sometimes all we need is the right encouragement paired with the tools to express.
Finding your Ethos has a nice little ring to it.
But you'll see it's made to serve you for decades.
15+ years Narrative
Strategy
Brand identity, copywriting, storytelling, curriculum design, creative facilitation, narrative architecture.
Worked with some
of the best
World class artists, post-exit founders, best-selling authors, industry-leading coaches, and social enterprises.
Founder Voices Unleashed
Founded Voices Unleashed in 2020, an international art community spanning 5 countries, hosted 270+ live events, and developed 50+ workshops and retreats.
Roel WT Cruys
The Narrative Architect
SUPPORT LEVELS
SUPPORT LEVELS
SUPPORT LEVELS
When the doors open, these are your options.
When the doors open, these are your options.
When the doors open, these are your options.
ETHOS Independent
Complete method. Self-led.You want the process and spine and prefer building alone
✓ ETHOS programme full access
✓ Future updates
✓ Priority access to live public Q&As
€700
€700
(incl. VAT)
20 spots
ETHOS Guided
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
€1,600
€1,600
(incl. VAT)
1 spot
ETHOS Private
12 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)
How this works
1
Join the waitlist
Fill in the waitlist form, and receive the free narrative exercise, a live Q&A, and early access when doors open.
2
Reserve your Guided seat if you want ETHOS with personal guidance
Guided has 20 seats. Tick the box in the form to hold your seat for a €300 reservation fee.
3
Enrol August 23rd - 28th
Doors stay open for six days. Lock in your spot during that week. Enrollment closes 28th of August at midnight.
4
Start August 30th
Ethos opens. The programme is drip-fed module by module.
If you have an Ethos Guided seat the first group call will be on Sunday August 30th.
How this works
1
Join the waitlist
Fill in the waitlist form, and get a free narrative exercise and early access when doors open.
2
Reserve your Guided seat if you want live support
Guided has 20 seats. Tick the box in the form to hold your seat with a €300 reservation fee.
3
Enrol August 23 - 28th
Doors stay open for seven days. Lock in your spot during that week. Doors close 31st of July at midnight. Like Cinderella.
4
Start August 30th
Ethos opens. The programme is drip-fed module by module. 7 videos, a worksheet, and reflective questions. If you have an Ethos Guided seat, our first group call will be on Sunday August 30th.
QUESTIONS
FAQ
What happens after I join?
You receive the Narrative Edge exercise and can join any of the upcoming Live Positioning Q&As. When doors open August 23–28th, you can book your seat for ETHOS Independent, Guided, or Private.
How is ETHOS delivered?
In your inbox. One module per week for 8 weeks. Modules consist of videos, a worksheet, theory and reference sources. If you like to go faster, you can advance. But in reality, all previous participants have found most breakthroughs by taking their time.
Is ETHOS a copywriting course?
Copy is an output; positioning and narrative identity is the core focus. However, you’ll be able to directly use answers from Ethos into your sales copy or positioning language.
Is ETHOS coaching?
We use a combination of reflective questions, narrative strategy, writing exercises, and tried & tested frameworks. If you choose Guided or Private then yes, you’ll also receive coaching to guide you through the work.
What’s the difference between ETHOS Independent, Guided, and Private?
Independent is self-paced. Guided adds live feedback and a group cohort. Private is a 3-month 1:1 build with Roel.
Can I already lock in my seat today?
Doors open 23rd of August. But you can reserve one of the 20 ETHOS Guided seats in advance. Tick the box in the waitlist form and pay the €300 deposit (non-refundable). The reservation fee will be deducted from your total price during the enrollment period.
Do you have anything for me now?
Yes. If you sign up on the waitlist today, you get a free Narrative Edge exercise and access to sign up for a live positioning Q&A with Roel.
What’s your refund policy?
Complete Ethos, put all your assets live. If after 30 days you do not notice a change in how you speak and position your business, you can apply for a full refund. Reservation fees for Ethos Guided are non-refundable.
Can I expense ETHOS?
In many cases, yes. It’s a personal business development tool supporting you with positioning and marketing. Consult your accountant for your specific situation.
Doors Open August 23rd
Doors Open August 23rd
Your work deserves
language that matches it.
Your work deserves
language that matches it.
Your work deserves
language that matches it.
Join the waitlist. Get the free Narrative Edge exercise. Start closing the gap between your actual level and how you sound.
Join the waitlist. Get the free Narrative Edge exercise. Start closing the gap between your actual level and how you sound.
Get the free Narrative Edge exercise when you join.
Get the free Narrative Edge exercise when you join.
Get the free Narrative Edge exercise
when you join.