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THE COMPANY
Storytide is the SaaS product of The People Branding Company, founded by Céline Flores Willers. The platform helps companies turn their leadership into LinkedIn voices — by streamlining the executive ghostwriting process. With AI-powered writing tools and structured workflows, Storytide makes it easy to draft, review, and publish posts that build visibility, credibility, and strategic influence.
THE COMPANY
Storytide is the SaaS product of The People Branding Company, founded by Céline Flores Willers. The platform helps companies turn their leadership into LinkedIn voices — by streamlining the executive ghostwriting process. With AI-powered writing tools and structured workflows, Storytide makes it easy to draft, review, and publish posts that build visibility, credibility, and strategic influence.
THE CHALLENGE
When we joined, Storytide focused on corporate influencer programs — but retention was low. Most users created one or two posts, then dropped off. It became clear the use case wasn’t sharp enough. To find product–market fit, we pivoted toward executive ghostwriting — a high-impact, high-context workflow where pain is real, budgets exist, and current tools fall short.
THE CHALLENGE
When we joined, Storytide focused on corporate influencer programs — but retention was low. Most users created one or two posts, then dropped off. It became clear the use case wasn’t sharp enough. To find product–market fit, we pivoted toward executive ghostwriting — a high-impact, high-context workflow where pain is real, budgets exist, and current tools fall short.
OUR WORK
We joined Storytide at a pivotal moment and helped lead the shift in direction.
In the initial discovery phase, we conducted user interviews, mapped workflows, and uncovered a clearer path to value: moving from broad corporate influencer programs to a focused solution for LinkedIn ghostwriting — built specifically for executives and their teams.
Together with Céline, we redefined the product’s positioning, surfaced key pain points, and translated the new strategic focus into a clear product roadmap. From there, we designed the entire platform from scratch — aligning every screen and flow with the needs of ghostwriters, comms leads, and executive users.
Today, we continue to work closely with Storytide’s engineering team - leading product direction, owning the UX and UI design, and shipping features that bring this new vision to life.
OUR WORK
We joined Storytide at a pivotal moment and helped lead the shift in direction.
In the initial discovery phase, we conducted user interviews, mapped workflows, and uncovered a clearer path to value: moving from broad corporate influencer programs to a focused solution for LinkedIn ghostwriting — built specifically for executives and their teams.
Together with Céline, we redefined the product’s positioning, surfaced key pain points, and translated the new strategic focus into a clear product roadmap. From there, we designed the entire platform from scratch — aligning every screen and flow with the needs of ghostwriters, comms leads, and executive users.
Today, we continue to work closely with Storytide’s engineering team - leading product direction, owning the UX and UI design, and shipping features that bring this new vision to life.
Working with Juli and Nathi just clicks. They think fast, ask the right questions, and always push for clarity — both in the product and in the process. Grateful to have them on this journey.
Céline Flores Willers
Founder & CEO of The People Branding Company
Working with Juli and Nathi just clicks. They think fast, ask the right questions, and always push for clarity — both in the product and in the process. Grateful to have them on this journey.
Céline Flores Willers
Founder & CEO of The People Branding Company