For years, I’ve been refining my understanding of brand strategy, business planning, and identity design. Turning that knowledge and the principles behind it into something tangible has been on my bucket list for a long time.

Strategylance is my first step toward that vision: transforming experience into a practical system that helps entrepreneurs think and act with structure.

Through my involvement in the Freelancers in Belgium community, among others, I’ve answered dozens of questions from people trying to find clarity in their business. Over time, I noticed the same patterns returning again and again: finding clients, building visibility, balancing work and private life, pricing, financial planning, deciding whether you need a website, marketing, or branding… and simply figuring out where to start.

If you recognize yourself in that chaos, Strategylance is being built for you. Together, we can turn that jungle into a map; a guide designed to help you focus, grow, and become your own strategist.

My goal with Strategylance is to redfine and evolve what brand strategy is all about: to give power back to the consumer, to make them masters of what they buy, and to ensure they remain in control without taking away the freedom and control of the creator or business (you). It’s about building freedom systems; structures that allow both sides to thrive.

This vision comes from my own values: justice, sustainability, accountability, fairness, honesty, and the constant desire to know, learn, and understand. Strategylance is, at its heart, a rebellion to reinvent our current capitalist system into something more balanced; a new kind of freedom system.

What began as a written guide is already evolving into something larger. The long-term goal is to create a living system that combines knowledge, structure, and adaptability into one place. A platform that helps freelancers and entrepreneurs work through their strategy step by step; at their own pace, with clarity, and room to grow.

I call it SAAFS - Strategy as a Freedom System. But that’s only the beginning. Strategylance is meant to evolve continuously, updating itself as technology, markets, and society change. It’s part guide, part framework, part evolving software; built with one purpose: to make strategic thinking accessible, practical, and alive.

You can download Chapter 1 for free below to get an early look at where it begins. And if you like it, you can help shape what Strategylance becomes by sharing your thoughts on social media using the hashtag #Strategylance or tagging me directly.
Your feedback will guide the next step in the Brand Strategy (R)evolution.