About
Identity
before
strategy
Lost the spark, but not the ambition?
You’re independent. Unconventional. Self-aware. And an expert in your craft. From the outside you look like you have it, but something in you screams this can’t be it.
It’s as if you’re stuck in an old chapter. As if you’ve outplayed yourself. You’re done with the roles, the habits, the mannerisms that served you five years ago.
You crave more of life. More of you. And want to be seen for who you are now. You’re ready to break through what you’ve outgrown. And make a living with a business that reflects you whole.
And you know it’s possible. Because you’ve seen it in others. You’re on a quest now to make it possible for you.
The Identity Project exists for that moment. The moment you’re ready to align life and business with who you’re ready to become.
You won't find one-size-fits-all here.
What you won’t find here are those hyped up, one-size-fits-all trajectories. Because they’re crap. And I learned the hard way back in 2019, taking my first business online.
You must have seen them. Programmes promising one straight line to success. Rather soon, I found myself post for the sake of gaining followers. Host countless webinars to gain leads. Follow their funnel method to hit six figures. And yes, I was getting results. But no, not in the way it was promised.
Because those strategies push us straight back into scarcity. Into the rat race we’re all so desperate to get out of. Working 12h workdays. Overthinking every word. Comparing ourselves to others. Doubting why our process seems to be slower than the expectation that was set.
I burnt out. And in that moment I realised: this can’t be it. This is not how I want to work. Not how I want to live. Not what I want to guide or give.
Identity before strategy.
Burnout forced me to face what I’d ignored about myself. The beliefs beneath the pattern that caused me to overwork, overthink, overgive, and constantly overextend myself. I closed my business. Studied coaching psychology. And reshaped everything I’d adopted from others, what they thought was best, or secretly expected. And I started over with systems that sustain the person behind the work, not just the business.
What started as a personal journal process turned into a place to rewrite your story too.
A place to work through what feels off, without being judged. To ask questions without being pushed into someone else’s direction. To dream out loud without having to rush into the next plan. And slow down to find your way back to who you are, what you want, and build a life and business that’s unmistakably yours.
That’s what the Project is about: identity before strategy.
Because you’re unique. And so it is the way you work, build, think, talk, and move. Therefore working with me isn’t a template, but a process built around you.
A process centred around your goals, capacity, experience, and personality. Where, together, we’ll find an approach that matches you whole, one project, one step at a time.
FIND WHAT WORKS FOR YOU.
Because survival isn’t living.
You deserve to feel alive.
MEET ANNEMIEK
founder | certified coach | writer
Songwriter. Traveller. Teacher. Business owner. For years, I let these labels define me. They gave me a script. A sense of control. Even belonging. Until I burned out.
I grew up believing achievements made me somebody. So I studied business, and built and scaled my first company.
On the outside, it looked like freedom. Inside, it was exhaustion; pressure, expectations, obligations, whether self-imposed or inherited.
That business forced me to face what I’d ignored about myself. I went back to my roots. Studied coaching psychology. And examined everything I’d shaped around what others told me would work. What they thought was best. Or secretly expected.
I started over. This time with systems that sustain the person behind the work, not just the business.
That’s what the Project is about: identity before strategy. Find what you actually want to wake up for. Build a life and business that’s unmistakably yours.
Since 2021, I’ve coached entrepreneurs across industries to do the same. Creating lives and businesses that support the life they want and who they truly are. Because you deserve more than survival. You deserve to feel alive.
Guided Journal
UNTRAP YOURSELF
Interrupt your patterns. Live life your way.
You want to feel alive. To go for what you actually want. Stop living by pressure, shoulds, and expectations. Express yourself freely. And figure out how to live life your way.
This guided journal is the first step there.
It’ll take you through the full anatomy of your patterns. Where they came from. What they protected. What they cost you. And how to interrupt them in real time. So you can stop hitting the same walls and build a life that feels like yours.
Untrap Yourself is Vol. 1 of the Identity Project Guided Journal Series.
Guided Journal
UNTRAP YOURSELF
Interrupt your patterns. Live life your way.
You want to feel alive. To go for what you actually want. Stop living by pressure, shoulds, and expectations. Express yourself freely. And figure out how to live life your way.
This guided journal is the first step there.
It’ll take you through the full anatomy of your patterns. Where they came from. What they protected. What they cost you. And how to interrupt them in real time. So you can stop hitting the same walls and build a life that feels like yours.
You want to feel alive. To go for what you actually want. Stop living by pressure, shoulds, and expectations. Express yourself freely. And figure out how to live life your way.
This guided journal is the first step there.
It’ll take you through the full anatomy of your patterns. Where they came from. What they protected. What they cost you. And how to interrupt them in real time. So you can stop hitting the same walls and build a life that feels like yours.
LET ME MEET YOU WHERE YOU'RE AT
Choose your coaching
YOUR IDENTITY PROJECT
For when you’re ambitious but uncertain.
You’ve outgrown your old ways and feel trapped in work and relationships that don’t fulfil you anymore. You’re ready to define who you are now, what really matters, and finally feel like yourself again.
BUILD YOUR BUSINESS
For freelancers, scattered across projects
You’ve spent years making other businesses grow, and are done being the backbone. You want to bring your skills together into something of your own: a business that actually feels like yours.
MIND
YOUR
BUSINESS
For owners who’ve outplayed their level.
You’re happy with your offers, clients, and income. But secretly, it feels too limiting, too dependent on you. You’re ready to structure your systems to enjoy more time for yourself.
YOUR
IDENTITY PROJECT
For when you’re ambitious but uncertain.
You’ve outgrown your old ways and feel trapped in work and relationships that don’t fulfil you anymore. You’re ready to define who you are now, what really matters, and finally feel like yourself again.
BUILD YOUR BUSINESS
For freelancers, scattered across projects
You’ve spent years making other businesses grow, and are done being the backbone. You want to bring your skills together into something of your own: a business built on your craft that actually feels like yours.
MIND YOUR BUSINESS
For owners who’ve outplayed their level.
You’re happy with your offers, clients, and income. But secretly, it feels too limiting, too dependent on you. You’re ready to structure your systems to enjoy more time for yourself.
