About
JONES
SIAHAILATUA
“Inspiring growth and connection through narrative.”
I’m Jones, a third-generation Moluccan born in the Netherlands. Raised between two worlds, shaped by many. From the quiet dunes of my Dutch hometown to the lush rice fields of Bali, my story has always lived in the in-between.
Over the years, I’ve learned that the most powerful work happens there in the space between who we’ve been and who we’re becoming. I’ve spent the last decade exploring how the stories we tell ourselves shape what we believe, what we build and how we belong.
I’ve always been immersed in the power of words to shape ideas, identities, and movements. My journey began in advertising and media, where I honed the craft of storytelling for businesses. But it wasn’t the polished campaigns that moved me, it was the human truths beneath them. As a brand storyteller, I helped shape the language of companies across industries, leading campaigns, building narratives, and guiding purpose-driven founders in finding their voice. Always grounded in meaning, never in marketing fluff. I’ve never been interested in hollow words or surface-level stories but I’ve always been deeply fascinated by how storytelling influences the way we see ourselves and the world around us. My search for meaning eventually led me to narrative psychology, where science met soul and where I discovered the deeper frameworks that now guide my work as a licensed narrative leadership coach
As a Narrative Leadership Coach, I draw on over a decade of experience in storytelling and a lifetime of exploring how narratives shape identity, belonging, and growth. My expertise weaves together creativity, strategy, and narrative psychology to guide transformative journeys for individuals and teams alike. With roots in advertising and media, I’ve seen firsthand how stories have the power to shape brands—and even more profoundly, how they shape lives, relationships, and entire ways of being. This understanding is at the heart of my coaching: helping people step into leadership, align with their values, and embody the story they are here to live. Through immersive coaching, workshops, and guided experiences, I support people in cultivating self-awareness, rewriting limiting narratives, and creating space for meaningful change.
I’ve always been immersed in the power of words to shape ideas, identities, and movements. My journey began in advertising and media, where I honed the craft of storytelling for businesses. But it wasn’t the polished campaigns that moved me, it was the human truths beneath them. As a brand storyteller, I helped shape the language of companies across industries, leading campaigns, building narratives, and guiding purpose-driven founders in finding their voice. Always grounded in meaning, never in marketing fluff. I’ve never been interested in hollow words or surface-level stories but I’ve always been deeply fascinated by how storytelling influences the way we see ourselves and the world around us. My search for meaning eventually led me to narrative psychology, where science met soul and where I discovered the deeper frameworks that now guide my work as a licensed narrative leadership coach
As a Narrative Leadership Coach, I draw on over a decade of experience in storytelling and a lifetime of exploring how narratives shape identity, belonging, and growth. My expertise weaves together creativity, strategy, and narrative psychology to guide transformative journeys for individuals and teams alike. With roots in advertising and media, I’ve seen firsthand how stories have the power to shape brands—and even more profoundly, how they shape lives, relationships, and entire ways of being. This understanding is at the heart of my coaching: helping people step into leadership, align with their values, and embody the story they are here to live. Through immersive coaching, workshops, and guided experiences, I support people in cultivating self-awareness, rewriting limiting narratives, and creating space for meaningful change.
Our core values
TRUTH.INCLUSIVITY.VOICE
EMPOWERMENT.CONNECTION
