About

I combine a sharp analytical mind
with a deep passion for storytelling.

Because the best data in the world means nothing if nobody feels why it matters.

Tanja Sanders
My story

Exited founder. Business coach. Storyteller.

I spent two decades building businesses, reading balance sheets, and making decisions based on data. I founded and scaled GrowthHub to a team of twenty-five. I mentored tech scale-ups across more than fifteen countries. I lectured at business school. I was good with numbers. They always made sense.

But something kept happening. In the rooms that mattered, the pitch rooms, the boardrooms, the stages, I watched people with less experience, less track record, less substance walk away with the opportunities I had earned.

The difference was never competence. It was narrative. They knew how to make a room feel the weight of their story.

The moment it clicked
I had the track record. I still watched the room turn to the person with the better story.

That was the day I stopped studying spreadsheets and started studying narrative.

Tanja Sanders
Philosophy

Beyond the professional mask.

I believe the most powerful stories are not the ones we perform on stage. They are the ones we tell ourselves about who we are, what we have survived, and why we keep going. The work I do with clients starts there, in the private narrative that shapes every public moment.

My approach is not about turning you into someone else. It is about removing the noise that obscures who you already are. The analytics-trained mind sees patterns. The storyteller's heart knows which ones matter. I bring both to every session.

The leaders who work with me do not need more confidence. They need a narrative that matches their competence. When that alignment happens, the room changes. The opportunities change. The trajectory changes.

I did not learn this from a book. I learned it in the rooms where I lost, and then in the rooms where I learned to win.

The background

Two decades in the rooms I now coach you for.

Founder and CEO

I built GrowthHub from nothing to a twenty-five person agency over six years, in Amsterdam. I know what it costs to lead, and what it takes to scale.

GrowthHub, 2017 to 2023

Scale-up mentor

For nearly six years I mentored tech scale-ups on international expansion across more than fifteen countries. I have sat where strategy meets execution.

DutchBasecamp, 2020 to 2025

Lecturer and speaker

I taught post-master digital marketing at business school and speak internationally on leadership, growth, and the human edge in an AI world.

Beeckestijn Business School

Five languages, one craft

Dutch by birth, based in Mallorca, working worldwide. I have started over in unfamiliar rooms more than once. I know what it asks of you.

Working worldwide
20+Years building and exiting businesses
500+Leaders coached across three continents
18Proprietary frameworks in active use
100%Private 1:1. No group calls. No assistants.
Work with me

Ready to build the story that moves your business?

Private 1:1 coaching for founders and executives who want their presence to match their track record.

See how we work Apply now