Your story isn't content.
It's leverage.
We help founders and CEOs turn their narrative into trust, reputation, and
long-term positioning.
We help founders and CEOs turn their narrative into trust, reputation, and long-term positioning.
What we do
What we do
No content calendars.
Clarity, and bridges of trust.
No content calendars. Clarity, and bridges of trust.
No content calendars. Clarity, and bridges of trust.
What we do
We help you turn lived experience into strategic narrative. We shape perception, build reputation, and drive connection with stories
that sound like you.
“Greatness is never you personally. It’s when others see themselves in your story.” — Muhammad Ali,
as told to Platon in People's Portfolio.
We help you turn lived experience into strategic narrative. We shape perception, build reputation, and drive connection with stories
that sound like you.
“Greatness is never you personally. It’s when others see themselves in your story.” — Muhammad Ali,
as told to Platon in People's Portfolio.
How we get started
Narrative
Noise
Step 1:
The Talk
Uncomfortable? It might be
Necessary? Always
We kick off with a raw 1:1 deep dive. No fluff. No scripts. Just you, your story, and the things that actually matter.
What we extract:
Voice, values, and positioning audit
Custom questionnaire to dig deeper
Tone-of-voice codification
This is where we turn instincts into clarity—and your silence into signal.
Step 2:
Find clarity
Clarify your message
Now that we’ve got the raw material, our editorial team distills it into a tight, clear, and powerful narrative.
We start by writing your founder bio—not a résumé, a story.
Something that shows who you are, where you stand, and why your voice matters. This becomes the backbone of your communication:
It’s not just for others to understand you. It’s for you to see yourself clearly
Step 3:
Amplify
Make ’Em Hear You Loud and Clear
With your narrative in place, we shift gears. Our research team maps your landscape—
Who needs to hear this?
Where do they spend attention?
What moves them to act?
Then we architect your content strategy and audience playbook:
Topics that resonate
Formats that cut through
Network-building tactics to amplify your react
Step 4:
Own it
This is where strategy meets rhythm.
We turn your story into a system—and your voice into a machine that moves people.
We build your Content OS: a custom structure to organize ideas, track performance, and scale consistency.
Weekly Strategy Calls: no fluff—real conversations to pull stories, lessons, and angles worth sharing.
End-to-end story development: we write, refine, and align every piece with your narrative pillars.
Monthly performance reviews: see what’s working, what’s not, and where we go next.
Because once you’ve found your voice, it’s time to make it impossible to ignore.
How we get started
Narrative Noise
Step 1:
The Talk
Uncomfortable? It might be
Necessary? Always
We kick off with a raw 1:1 deep dive. No fluff. No scripts. Just you, your story, and the things that actually matter.
What we extract:
Voice, values, and positioning audit
Custom questionnaire to dig deeper
Tone-of-voice codification
This is where we turn instincts into clarity—and your silence into signal.
Step 2:
Find clarity
Clarify your message
Now that we’ve got the raw material, our editorial team distills it into a tight, clear, and powerful narrative.
We start by writing your founder bio—not a résumé, a story.
Something that shows who you are, where you stand, and why your voice matters. This becomes the backbone of your communication:
It’s not just for others to understand you. It’s for you to see yourself clearly
Step 3:
Amplify
Make ’Em Hear You Loud and Clear
With your narrative in place, we shift gears. Our research team maps your landscape—
Who needs to hear this?
Where do they spend attention?
What moves them to act?
Then we architect your content strategy and audience playbook:
Topics that resonate
Formats that cut through
Network-building tactics to amplify your react
Step 4:
Own it
This is where strategy meets rhythm.
We turn your story into a system—and your voice into a machine that moves people.
We build your Content OS: a custom structure to organize ideas, track performance, and scale consistency.
Weekly Strategy Calls: no fluff—real conversations to pull stories, lessons, and angles worth sharing.
End-to-end story development: we write, refine, and align every piece with your narrative pillars.
Monthly performance reviews: see what’s working, what’s not, and where we go next.
Because once you’ve found your voice, it’s time to make it impossible to ignore.
Why it works
Why it works
Frameworks,
not guessworks
Frameworks,
not
guessworks
We’re not reinventing the wheel.
We just stopped using it for corporate fluff.
We use a proven framework—developed by Antonia Wade (CMO, PwC), trusted by Fortune 500s—and reengineered it for people with real skin in the game.
Founders. Operators. Silent builders.
The ones who’ve spent years doing the work, not chasing clout.
Values: You’re believable.
Expertise: You’re needed.
Chemistry: You’re trusted.
Then comes the real leverage: opportunity.
Because trust isn’t given.
It’s earned.
We’re not reinventing the wheel.
We just stopped using it for corporate fluff.
We use a proven framework—developed by Antonia Wade (CMO, PwC), trusted by Fortune 500s—and reengineered it for people with real skin in the game.
Founders. Operators. Silent builders.
The ones who’ve spent years doing the work, not chasing clout.
Values: You’re believable.
Expertise: You’re needed.
Chemistry: You’re trusted.
Then comes the real leverage: opportunity.
Because trust isn’t given.
It’s earned.
Why we do it
Why we do it
decline in trust in institutions
over the last decade.
40%
80%
6x
40%
6x
We don’t chase virality.
We don’t manufacture noise.
Because in a world that’s louder than ever,
being real is revolutionary.
That’s why we exist:
To help you say it before someone else spins it.
To help you speak before they assume.
Stay silent, and the gaps fill themselves.
Speak first. Or be spoken for.
We don’t chase virality.
We don’t manufacture noise.
Because in a world that’s louder than ever, being real is revolutionary.
That’s why we exist:
To help you say it before someone else spins it.
To help you speak before they assume.
Stay silent, and the gaps fill themselves.
Speak first. Or be spoken for.
Trust is broken.
Governments. Churches.
Media. Corporations.
Once symbols of stability—
now, sources of doubt.
Trust is broken.
Governments. Churches.
Media. Corporations.
Once symbols of stability—
now, sources of doubt.
decline in trust in institutions
over the last decade.
Fake news spreads six times
faster than the truth.
Why we do it
80%
40%
say they trust a company more when they connect with its founder.
6x
Fake news spreads six times faster than the truth.
decline in trust in institutions
over the last decade.
say they trust a company
more when they connect
with its founder.
Testimonial
What our clients are saying:
Fran helped me craft an authentic brand that truly resonates—this is soulful reputation, not just marketing.
Karen Mannheim
Trazzo Ligthing
Fran and his team helped me own my story, reach thousands, and build real impact—this isn’t just content, it’s clarity
Mike Kaeding
Trazzo Lighting
Great stories take time.
So does building trust.
Great stories take time.
So does building trust.
Pricing
$2,500 month
What you get:
Comprehensive Research & Brand Strategy
Strategic Positioning & Narrative Development
Custom Content Strategy & 6-month Thought Leadership Roadmap
Public Relations & Media Strategy
Weekly Narrative & Strategy 1.5h Calls
End-to-End Story Development & Execution
Monthly Analysis & Optimization
4-month minimum commitment
$2,500 month
Our team
Our team
Our Team
Manu Lisi
Content & Growth Strategist
Alan Ojeda
Head of Narrative & Editorial
Manu Lisi
Content & Growth Strategist
Matt Bignon
Visual Strategist &
Art Director
Alan Ojeda
Head of Narrative & Editorial
We’re a small team of ex-agency strategists, writers, storytellers, brand thinkers, and comms people.
Not course-made ghostwriters. Not content mills.
Fran Herrera
Founder & Brand Strategist
Matt Bignon
Visual Strategist &
Art Director
Case Studies
Founder, Entrepreneur & Architectural Lighting Designer
Luxury Lighting Meets Personal Brand Power
Karen designs light for the world’s most iconic names: Porsche, Maserati,
Four Seasons, Ritz Carlton, Osaka Nikkei. We helped her become one herself.
Brand Positioning & Thought Leadership
Positioned as the #1 voice in lighting design across Peru, Florida, and LatAm.Built a narrative around lighting, creative leadership, entrepreneurship and the power of a woman-led business in a male-dominated industry.
Social Growth & Earned Media
Instagram: 1K → 16K followers | 900K+ yearly impressions
LinkedIn: 300 → 3,200 followers | 500K+ yearly impressions
Global Business Impact
Inbound projects from UAE, Miami, Spain, and Dominican Republic
Shorter sales cycles, stronger positioning, and warmer leads
5x faster hiring, increased client lifetime value
PR & Speaking Invitations
Featured in ArchDigest, Luxury Magazine, and Semana Económica
Invited to speak across Latin America on entrepreneurship & design
Case Studies
CEO of Norhart — $200M Real Estate Developer
Brand Awareness & Positioning
Strategy to position Mike as a thought leader in construction and real estate innovation. Built a compelling narrative around reducing construction costs without sacrificing quality - while being a present dad and husband.
LinkedIn – Growth & Industry Authority
Grew from 31,500 to 56,000 followers in less than 2 years.
Increased from 50,000 to over 1 million annual impressions.
Engaged with industry leaders, investors, and developers.
Business Influence & Opportunities
Inbound leads and strategic partnerships with key players in the U.S.
Invitations to conferences and panels on construction innovation.
PR & Media Exposure
Featured in ABC LA, CBS Minnesota, and The Real Deal.
Speaking engagements at real estate and technology industry events.
Company
Privacy Policy
Terms of Service
© Cruda by Cruda. All rights reserved
Social
Case Studies
Mike — CEO of Norhart | $200M Real Estate Developer
Brand Positioning & Thought Leadership
Positioned as a leading voice in construction innovation—cutting costs without sacrificing quality, while prioritizing family life.
CRUDA
Company
Social
Company
About Us
Service
© Cruda by Cruda. All rights reserved
Case Studies
Case Studies
Mike — CEO of Norhart | $200M Real Estate Developer
Brand Positioning & Thought Leadership
Positioned as a leading voice in construction innovation—cutting costs without sacrificing quality, while prioritizing family life.
80%
say they trust a company more when they connect with
its founder.
Fake news spreads six times
faster than the truth.