You're still running the old playbook.
It's time to write your own.
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For founders who've outgrown the way they operate
The approach that got you here made sense at the time. Back yourself, move fast, stay close to everything. It worked – until the same instincts that built this started making it harder to grow it.
Most people try to fix that with better systems or a clearer strategy. Sometimes that helps. But underneath most of those patterns is something older – an inherited set of assumptions about what success looks like and how to get there. A playbook you never consciously chose.
That’s where I work.
Hi, I’m Anna.
I’ve spent twelve years studying what happens when people get trapped by the very thing that made them successful – and what it actually takes to redesign from there.
Not the strategy. The layer underneath it. The inherited assumptions about what success looks like, how hard you have to work, what letting go actually means. The playbook you never consciously chose but have been running ever since.
I work with founders and independent professionals – through 1:1 thinking partnerships, facilitated offsites, and keynotes – to surface those assumptions and build something that fits who they actually are now.
I have a degree in Politics, Philosophy and Economics from Oxford and a MicroMasters in Organisational Psychology. I’ve built my own business for twelve years, written two books, and hosted the Reimagining Success podcast for nearly a decade. My clients have included Unilever, Reckitt, and scale-ups across tech, consumer, and media.
Anna s. e. lundberg
Why redefine success?
There are a few ways we can work together
The right one depends on where you are and what you need.
Working one-to-one
A thinking partnership for founders who want a trusted outside perspective on how they’re operating.
Workshops and offsites
Facilitated sessions for founders and their teams. Diagnostic led and built around the specific moment your business is in.
Speaking and keynotes
For conferences, away days, and leadership events. Topics around the gap between what got you here and what gets you further.
Are you a solopreneur?
One Step Outside is where I work with established independents on the business itself – model, positioning, pricing, and how to make it sustainable on your own terms.