Thijs Kraan

Value Positioner

We turn your work and expertise into founder-led content that attracts a steady flow of high-value projects from the right clients. A partnership for design agencies that want growth without the heavy lifting.

Send me a message if you want to learn more.

Founder

Hatch Conference

Growth Partner

Soldep

Designed websites, brands, content strategies, and funnels for SMBs to turn more visitors into customers.

Designer

UMC Utrecht

UMC Utrecht is an academic hospital. Designed a mobile app for nurses to streamline internal communication, documentation, and automation, so they had more time to take care of patients. Estimated workload decrease of 2 to 10%.

Product Designer

Essense

My graduation internship at Essense focused on understanding service design, customer experience, journey mapping, and customer research. I worked on a project (which I acquired myself) for UMC Utrecht.

Ahold Delhaize

Worked for Albert Heijn, the largest Dutch supermarket chain. Designed 2 products, including all marketing materials that led to a launch with 35k+ users in one week. Both MVPs were scaled into the larger product eco-system and now saves around 4.5M kilograms in annual food waste

I help designers sell their expertise through writing content.

Before 2023, 100% of my design clients came from referrals.

→ I had zero control over when my next project arrived

Today, 88% of my clients come through LinkedIn – inbound.

Learning “how” took me 1065+ days of sharing expertise:

- Positioning & articulating the value of my expertise
- Experimenting with writing high-performing hooks
- Converting attention into inbound business leads
- Talking to 1000s of designers and design leaders
- Finetuning my profile for the highest conversion

I was a poor design student, so I self-studied:

- I consumed 1000s of posts & 100s of videos
- I read 100s of books & 100s of articles
- I wrote more than 1200+ posts

Obsessed with mastering the nitty-gritty of content.

And that meant making countless mistakes:

- I tried appealing to everyone, so I never got to stand out
- I wasted 100s of hours on meaningless content iteration
- I pivoted direction 50+ times so nothing compounded
- I got 3M+ impressions without winning a single client
- I ignored 1000s of hand-raisers right in front of me

To this day, I still learn new things every day.

Even after investing 3 years in learning:

€10k+ on courses/coaches
1000+ hours on reading
2500+ hours on writing

But now, I've turned everything into one framework to:

- Share your unique expertise more effectively
- Become the go-to expert for your audience
- Start getting inbound leads (on auto-pilot)

My LinkedIn Growth Framework. 

After 10+ iterations, I'm confident it works:

- A design founder added €100k+ in revenue (in 6 months)
- A design leader landed a new €150k+ job (in 3 weeks)
- And many designers won new 5-figure project deals

All from sharing their unique expertise (on LinkedIn)

So, if you want to learn from my biggest mistakes.

Take my free 5-day LinkedIn Growth Strategy:

growexpertise.com/linkedin-growth-strategy
(or click my LinkedIn profile buttons above)

PS. For 1:1 help, DM me or visit valuepositioner.com

Design Content Consultant

I help design leaders, founders, and freelancers do 4 things:

1. Understand & position your unique value
2. Create your design content strategy
3. Systematize content creation
4. Start creating habitually

By:

1. Analyzing your existing customers, content & data
2. Strategizing toward your ideal future positioning
3. Producing content for authority, talent & leads
4. Upgrading your content, profiles & funnels

Together, this will help you:

- Get inbound leads
- Attract new talent
- Build authority

Want to learn how? 

Send me a message.

Founder-led growth partner for design agencies

Me: “These disposable camera pics will look great…”

I've shown up here for 1261 days in a row and rarely share my journey. 
 
Well, here we go. 
 
I'm Thijs, a 27-year-old product designer turned growth partner based in Amsterdam.
 
1998-2018: Born and lived in a small Dutch village on the German border. A gamer who loved the internet, studying web design and development.
 
2018: Helped a 360k audience IG creator earning $0 with monetization. No success. Tried to figure out how to build and sell websites. Sold my first website for €800.
 
2019: Started my interaction design bachelor's to learn more about design, media, psychology, and systems. Sold my second website project for €1800, began studying how to do branding and run a business.
 
2020: Launched a business to build websites and brands for local companies but didn't sell a single project. No idea how to acquire clients, was scared to charge more, and was biased by my environment. Prioritized college, reading books (50+), and learning design.
 
2021: Moved to Zaandam, won my first 5-figure project, did my first design internship at the largest supermarket chain in the Netherlands. Only designer for an MVP with marketing responsibilities that went from 0 to 35k users in 1 week. MVP was scaled to 30 supermarkets (planned for all 895+) and now saves 4.5M+ kg of food waste annually.
 
2022: Moved to Amsterdam, began my graduate internship at a service design agency, helped acquire a $20k design system project for a Dutch academic medical centre as a client. Began my graduation project for UMC Utrecht's nursing department (because I wanted to be a healthcare designer). Met the love of my life!
 
2023: Graduated from my bachelor's, declined a job offer to go all-in on business. Zero clarity on my ideal clients, offer, and positioning, but I continuously tested with different audiences. Pivoted 10+ times and only made €20.622 in revenue.
 
2024: First full year of business where I clarified my value proposition. Kept experimenting with different clients and iterated on my frameworks. Ran my first marathon. Crossed the 6-figure revenue milestone, invested €9.956 in courses/coaching, and sharpened my offerings.
 
2025: Went on a 1-month trip to Mexico and Egypt. Shaved my hair bald due to hair loss and had shoulder surgery with 6+ months of revalidation. Currently building a growth studio for designers running businesses. Sharing insights from myself and conversations with design founders doing between 6 to 9 figures in revenue.
 
And that's only a sliver of my journey…
 
Today, I'm a growth partner for founders in design software, education, and agencies. 
 
I help turn strategy and content into consistent, compounding growth. 
 
If you have any questions about my journey, feel free to reach out.
 
Now, it's your turn to share your story ;)
 
Go write a post about it.

I made two design founder films with two friends.
 
We wanted to share the stories behind quality, taste, and craft.
 
But I underestimated the work behind making a film: 
 
1/ From idea to first founder in only 15 minutes
 
- I got the idea mid-gym session on June 3rd
- Pitched my friends on that idea: “Let's go!”
- Messaged one cool founder at 1:33PM
 
At 1:48PM I got a message: “Yeah I’d be down.”
 
2/ From first contact to live shoot in 2 weeks
 
- Planned our first shoot day on June 16th
- Did a 1-hour interview with b-roll shots
- Little preparation, only a few outlines
 
I realized the value of all roles on a film set.
 
3/ From interview to final film in 15 weeks
 
- Getting everybody in the room was hard
- Editing took much longer than expected
- Vacation and client work got in the way
 
I realized the costs of bad preparation. 
 
But we had to learn this by just doing: 
 
We realized the invisible costs
We got to see what's valuable
We learned to work together
We figured out a process
We know what's next
 
Now, we're clear on the collaboration.
 
And the next will be much better. 
 
Excited to drop the first soon!
 
PS. Shoutout to my filmmaker friends Luc and Lars

I ran my 3rd "race" yesterday.

Celebrating 750 years of Amsterdam!

Completely unprepared, just recovered from an injury.

My 187 average heart rate (197 peak) says enough.

Most of 2025 was about recovery:

- Shoulder surgery (Bankart) and pains
- Some nerve issues in my lower back
- 50+ physical therapy sessions

But things finally start to feel good again.

Starting to climb, run, and lift new PRs.

Q4 is all about getting ready for 2026.

Let's go! What's your personal goal?

If I lose my 39k followers, I'd follow these 9 steps (to win them back):

1. Pick your favorite topic or deepest expertise
↳ Example: Product Design

2. Niche down based on your best industry work
↳ Example: Product Design for Healthcare

3. Find common goals, obstacles, and activities
↳ Example: How to design healthcare products

4. Write 3 post per week on how to tackle them
↳ Example: stories + insights + case studies

5. Study best-performing LinkedIn content
↳ Example: LinkedIn Map for Designers

6. Practice hook writing and formatting
↳ Example: Healthcare products suck.

7. Use lists, stories, and steps to write
↳ Example: X steps to achieve Y goal

8. End with a strong prompt or CTA
↳ Example: Get started now: URL

9. Repeat 3 to 8 for 90+ days

Focus on your biggest problem:

→ Not writing consistently

Then, after every 30 days:

→ Reflect & strategize

Strategy needs action.

Don't overthink.

And start.

PS. What's your go-to tip?

Positioning yourself requires holistic thinking:

What are you doing to take care of your mental health?
How actively do you take care of your physical health?
Are you up-to-date with your industry developments?
What does your past 3 month's skill growth look like?
What does the health of your relationships look like?
How well are you expanding your existing network?
How many career options do you currently have?
How many transferrable skills have you built?
How much do you enjoy your current work?
How actively are you developing yourself?
What does your financial health look like?

That's foundational to work quality. 

Poor health makes time an enemy.
Good health makes time a friend. 

Always prioritize your health.

I'm hosting my 2nd free 30-day growth challenge:

- Write for 30+ minutes every day
- Together with 20 other founders
- Publish your first (15+) posts

I've published for 1256+ days in a row. 

But most founders struggle to write consistently.

And I simply want more founders to share expertise:

→ Building a long-term writing (and publishing) habit

Because when you learn to write consistently, you'll: 

- Build an audience of peers, partners, and clients
- Become more visible with higher engagement
- Attract new business leads and opportunities

For me, it led to 39k+ followers and 88% of my clients.

And beyond opportunities, writing helps you:

- Think clearly, critically, and creatively
- Boost your learning comprehension
- Identify gaps within your thinking
- Become way more articulate
- Form new, stronger POVs

If you want to build a lifetime writing habit.

Go start with my 30-Day Growth Challenge.

Apply for free: https://tally.so/r/3q9pE5
(only 3/20 spots left for founders)

PS. Here's what Priya said about the previous one: “Thijs, you’re the real McCoy. This is the most hands-on, practical GSD [Getting Stuff Done] I’ve ever seen in a free or even paid course. Thanks again — you’re doing an incredible job”

Need a new design project?

Produce content about your work:

1. What's an intersting insight from your last project?
2. What would you do differently in your latest work?
3. What did your last project look like step-by-step? 
4. What's an end result you're genuinely proud of?
5. What results did you get your client/employer?
6. What did you learn from your latest work?
7. What was your best work (and why?)
8. What's changed after the launch?

Each question is worth one post.

- Write 1 post with 100+ impressions a day

- Get 36.500+ potential opportunities a year

You never know who's reading.

Show your work.

Design is in a weak position.

Because we fail to articulate the value of design:

- ±90% of organizations don’t maximize their full design potential
- ±67% of executives aren’t confident in what Heads of Design do
- ±10% of CEOs say designers play a meaningful strategic role

As a result, there are: 

- Massive layoffs
- Lower ceilings
- Budget cuts

We need to help executives understand design.

Where we share our expertise in public by:

- Showing how design contributes to business goals
- Evangelizing the value of a good design process
- Articulating the true (business) value of design

With high-quality content, you publish online.

One post at a time. And with every post:

→ You’ll compound opportunities

Network opportunities
Project opportunities
Client opportunities
Job opportunities

All while you strengthen design’s position.

Design leaders have high leverage here:

They have decade-long track records
They manage stakeholders the best
They are closest to design’s ceiling

That's why I focus on design leaders.

They can share expertise while they:

1. Grow recognition for their design expertise
2. Build a strong, organic LinkedIn presence
3. Get inbound leads & generate demand

A win-win.

If you want to start sharing expertise:

Go to valuepositioner.com

If your old work, posts, or ideas don't make you cringe.

It's a signal you're not growing fast enough anymore. 

Go read books, do more reps, or ship new ideas.

Humans are built to grow toward infinity.

I often get asked: “How do you stay so consistent?” 

Because I've consistently published for 1263 days.

Here are 16 thoughts that have helped me:

1. Make action easy, obvious, attractive & satisfying
2. Be patient with results, but impatient with action
3. Don't be too hard on yourself, bad days happen
4. Focus on what's within your control → outputs
5. Start with tiny steps, build trust in showing up
6. Double down on moments you feel motivated
7. Expect outcomes as a result of output quality
8. Find a strong “why” you should be consistent
9. Strive for “good enough” and don't overthink
10. Reduce time between thoughts and action
11. Set short deadlines → boosts productivity
12. Look at the long-term & trust the process
13. Prioritize your opinion of you, not other's
14. Quality requires quantity → do your reps
15. Schedule time directly in your calendar
16. Assume the positive, not the negative

And remember:

The goal is not to be consistent.
The goal is to consistently get better.

Aim for 10.000 iterations, not 10.000 hours.

Don't do the wrong things consistently.

Act → reflect → prepare → repeat

And if there's a failure.

Just stand back up.

Try again.

Keep trying until you make it work.

“If your curiosity isn't sincere, then you're probably not doing the right thing.”

A few months ago, I met Jason Gillette, CEO and co-founder of NOWN.

He obsesses over quality and perfection in design.
He does the work almost nobody is willing to do.
He sweats the details with an iterative nature.

A true design founder.

Full film coming soon. 

Made by Luc, Lars, and me.

97% of your audience isn't ready to buy.

Only 3% is ready to buy from you now.

The 3/40/57 market readiness rule:

~3% actively buying solutions like yours
~40% problem-aware or considering
~57% unaware or not interested

A heuristic to guide your content strategy.

It's why your content should do one thing: 

→ Generate demand for what you do

Three content types do that best:

1/ Stories (about yourself or clients)

- Lessons from your real experiences
- Milestones, wins, or collaborations
- Told from an “On X, I did Y…” POV

2/ Cases (about your recent work)

- Show results and problem-solving ability
- Demonstrate your skills and impact
- Told from your client's POV

3/ Insights (about your industry)

- Share observations, frameworks, or predictions
- Expose the gaps or opportunities others miss
- Told from an subject-matter-expert POV

Every post should educate on problems.

“Here's one problem you have (or I had)
…here's why your problem matters now
…here's how I solve(d) your problems
…and if you'd like my help, hit me up.”

That's how you generate demand.

By offering help, not selling.

I pay $1000 for one-hour coaching sessions. 

And I used to think this was expensive.

But man, I was wrong. 

Here's what the first hour did for me: 

- Avoided wasting months on writing a book
- Went from focusing on 4 audience to one
- Got a CEO intro (paid back all sessions)
- Focused from 3 offerings to only one
- Moved more upstream in the market

Now, I had the pros and cons for each clear.

Without having to follow the paths myself.

So, if the value is clear, my new rule is:

→ Buy the damn thing, don’t overthink

Never underinvest in self-education.

The dividends will always pay off.

ChatGPT is making big moves.

Partnerships with Shopify, Stripe, Figma, Spotify, and more.

My feed drowns with OpenAI partnership announcements.

Discovery is changing rapidly.

I went from 100% on Google Search to ~10%.

We’re moving from search to conversation. 

Branding will be more important than ever:

- Standing out in a sea of sameness
- Differentiation within big markets
- Competitors joining in weeks
- Designing new categories
- Brand mentions in LLMs

We're drowning in a sea of information.

Being remembered is the new moat.

Become part of the conversation.

Growth won’t happen when you chase metrics.

Growth happens when you solve problems.

Problems that constrain your growth:

- Not being visible in your market
- Not being able to close a deal
- Not being trusted by buyers
- Not being seen as valuable
- Not being ready to deliver

Growth is always constrained by two things:

1. Demand (“I don’t have enough pipeline.”)
2. Supply (“I can’t deliver fast enough.”)

It's about problem-solving velocity. 

Or, how fast you’re able to:

- Identify a problem
- Solve the problem
- Scale the solution

Metrics only indicate your success.

They help reflect, not drive growth.

So, if you want to grow faster:

Solve the right problems. 

Build a demand generation system.
And a talent acquisition system.

That’s your growth engine.

Market yourself like Apple in 1997.

Steve rebuilt Apple on 5 principles:

1/ Marketing is about your values

- The world is noisy, you only get few chances to be remembered
- Products, strategy, and distribution change, but values don't
- People remember what you stand for, not what you sell

2/ Don’t sell “feeds and speeds”

- Stop talking about features, articulate value
- Competing on technical superiority is weak
- Customers remember meaning not specs

3/ Emotion beats information

- Information is forgotten without emotional attachment
- Nike honors great athletes and athletics, not shoes
- Apple focused on the ones who “Think Different”

4/ Values anchor relevance

- Start brands with one core driving belief about the world
- Anchor brand in timeless ideas, not what you sell now
- Association with aspirational figures shapes identity

5/ Brand must be nurtured

- Even great brands decay without care (like Apple now)
- Make sharing your story feel natural and simple
- Marketing makes you and your brand visible

Here’s how you can shape your content strategy:

1. Start with one core belief about your business
2. Shape 3 to 5 POVs that articulate your belief
3. Share 3+ weekly insights, stories, or cases
4. Double down and iterate on what works

Stay close to your beliefs, values, and customers.

That's what makes you stand out the fastest.

If you can't remember it, nobody else will.

If you don't consistently share your design work:

→ Nobody will know about it, you'll be invisible

A simple truth nearly all founders deprioritize.

But consistently sharing work leads to new: 

- Clients → Inbound client acquisition
- Investors → More access to funding
- Experts → Find synergistic partners
- Peers → Inbound talent acquisition
- Referrals → Increase # of referrals

Quality of work, content, and network defines how fast. 

I'm confident it's the best habit to win more deals:

- You'll build your (personal) brand awareness
- You'll convert (and generate) more demand
- You'll enable yourself to charge premiums
- You'll see all acquisition metrics improve
- You'll increase the number of referrals

And not to forget: the quality of your work improves.

Because you'll make your work “more shareable.”

What stops you from being more consistent?

Prioritize the simple stuff.

Eat foods that keep you healthy.
Work on problems that excite you.
Do exercise that makes you feel fitter.
Consume content that challenges you.
Sleep the hours that keep you sharpest.
Publish the idea that's been on your mind.
Ship that work even when you're not ready.
Build relationships that push your best self.
Remove everything that is holding you back.

Growth comes from the simple stuff done well.

Do what gives you energy, not what drains it. 

And you'll achieve what most can't.

There are two paths for your content strategy:

1. Brand-building → Visibility, likeability, and trust
2. Business-building → Leads and conversion

The brand-building path deposits trust:

- Share your work without making an ask
- Tell stories about you or your business
- Give away valuable insights for free

It's like investing in a fund to earn dividends. 

The business-building path withdraws trust:

- Make pitches in your content
- Build funnels to sell at scale
- Ask for something in return

It's like withdrawing from your investments. 

If you want your content to perform best:

→ Focus on brand-building in public

Keep building your business in private:

Start conversations with your audience.
Ask about their needs, pains, and goals.
Offer your help whenever you can.

Free direction. Paid execution. 

That's what winners do.

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