About

Observation as a Method

Some people notice what works. I tend to notice what no one sees anymore: the habits that quietly become inefficiencies, the gap between intention and reality, the details that shape a customer’s experience without anyone consciously designing them, the blind spots that appear when everyone is too close to the business.

Observation has always been my way of understanding the world.

Over the past fifteen years, I have founded businesses, supported entrepreneurs, worked alongside executives, and built experience across operations, administration, customer experience, and business development. Whatever the project, I found myself asking the same question:

What are we no longer seeing?

And, from the customer’s perspective: How did they not notice this?

These questions became MyElf.

Rather than offering predefined solutions, I start by observing. I look at how a business actually operates: how people work together, how customers experience the brand, how processes flow, where friction appears, and where opportunities remain hidden in plain sight.

My work combines business observation, operational audits, executive support, and strategic thinking. It is an outside-in perspective designed to help organizations uncover blind spots, improve clarity, and align their operations with their intentions.

I enjoy complexity. Fast-moving environments. Businesses with ambitious ideas and evolving structures. Places where connecting seemingly unrelated details creates a clearer picture.

The people I work with come from different industries, but they usually share one thing: they are open to an external perspective and genuinely curious about how their business is experienced from the outside.

I don’t claim to know your business better than you do. I simply know how to observe it differently.

Originally from northern Germany and now based in Provence, France, I explore businesses much like I explore places: with curiosity, attention to detail, and a desire to understand what lies beneath the surface. That same approach also inspires Notes of an Observer in Motion, MyElf’s journal exploring Provence, entrepreneurship, and the subtle observations that often lead to meaningful insights.