Joan Didion once said, “We tell ourselves stories in order to live.”

Evolving these stories to something better, action-oriented and suited for the present you, is my definition of coaching.


I’ve worn many hats over the years, from Iaw school grad, art-world explorer, and startup builder to more recently People & Talent lead at VC firms like EQT Ventures and Lakestar. Each of those changes often felt like a tough “back to square one”. Yet looking back, I can now see that the thread that stayed constant and equally most fulfilling was being able to support people to see new options for themselves.

Coming across Didion’s quote made that thread visible for me (as well as being around a whole bunch of folks who are living proofs of the power of rewriting stories, my partner being one of these). The quote affirms my belief in how coaching can be used as an actionable toolkit to rewrite the stories that we use consciously or subconsciously to shape our lived experiences.

I’ve learned firsthand how some of these stories—like my early belief that a law degree would keep me “safe”, or that I should work in “the tough VC industry” to prove my worth —can hold us back. A “story about me” that I had clung on to for far too long was the belief that all work was meant to be, look and feel hard and high effort. Besides acting like a momentary driving force for pursuing an ambitious track - for a while - I paid the price by dismissing my sense of fulfilment, my natural natural interests and my energy sources. I victimised myself masterfully, until I got so tired of nothing making sense, and decided “hard” couldn’t be my main story anymore.

I’ve now given into something I’d been doing since childhood, where still today friends call me Mamma Mia - I love creating a thoughtful space for gathering and connecting. It turns out creating shared experiences isn’t just a story about a fun hobby — it’s synonymous with my coaching philosophy. Over the past decade in my various People & Talent roles coaching people in their careers, I’ve been building connecting experiences, whether in hiring, team dinners, brand-building events, or offsites. When done with care, a well-crafted event can be as transformative for a team as a 1:1 chat.

Whether you’re looking for your next career move or change in your leadership team, I see the mission as the same: to change outdated narratives, uncover hidden strengths, and chart you on a path that feels authentic, relevant and impactful.

My practice is about leaning on both pillars of coaching and experience design to help you or your team unlock your full potential.

If you’re curious about how both or either of these two pillars might serve you, let’s connect and see you become the chief storyteller of your next chapter.

Helsinki 1995. Always be Hosting

Berlin 2025. Portrait by Edda Petrusdottir.