Clear decisions for companies that have outgrown their first strategy.
I’m Lena Hart. For twelve years I’ve helped founders work out what to charge, who to sell to, and what to stop doing.
Taking one new client from February 2027
Recent clients
- Hollis
- Studio Wren
- Kova
- Fieldnote
- Arden Health
- Tidewater
Three ways to work together
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Pricing review
4 weeks From AED 38,000
We look at what you charge, what customers actually value, and where you’re leaving money on the table. You leave with new price points and a plan to roll them out.
About the pricing review -
Positioning sprint
6 weeks From AED 60,000
Interviews with your best customers, a hard look at competitors, and one sentence your whole team can repeat.
About the positioning sprint -
Founder advisory
Monthly AED 17,500 a month
Two sessions a month and a direct line for the decisions that can’t wait for the next board meeting.
About the founder advisory
Recent work
All work
About Lena
Former head of strategy at two scale-ups, independent since 2018.
I work with one or two companies at a time, because the useful part of this job is paying attention. No decks for the sake of decks, and no junior team doing the work after the pitch.
- years in strategy
- 12
- companies advised
- 40+
- sectors, from software to hardware
- 9
How an engagement runs
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Listen
Two weeks of interviews with your team, customers and the people who said no.
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Decide
One working session where we choose, with the evidence on the table.
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Embed
I stay on for a month while the decision meets reality.
Lena asked the question we’d been avoiding for two years, then helped us answer it in a week.
Notes
All notes-
How to raise prices without losing your customers
Most founders wait too long to raise prices, then do it all at once. A calmer way, from twelve years of watching it go right and wrong.
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The one-sentence test for positioning
If three people on your team describe the company three different ways, you don’t have a messaging problem. You have a decision to make.
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The hardest strategy decision is what to stop
Adding is easy and feels like progress. Stopping a product, a market or a customer type is where strategy actually happens.
Have a decision you keep putting off?
Thirty minutes, no preparation needed. Tell me what you’re deciding and I’ll tell you honestly whether I can help.
Taking one new client from February 2027
