Femke van Loon





+39 33 420 823 22

Femke is a natural initiator who loves to be involved in new adventures. She grew up in the Netherlands and at the age of 18 she decided to move to Italy. She co-created a café while studying Languages and Literature at the University of Rome. Her curiosity has taken her across the world both as a researcher and as an active tourist. Different cultures as well as different value systems and the different behavioral codes that come with them have always fascinated her, and getting to know them has given her a way of empathizing with people from all walks of life. Femke started her career at Censydiam as a qualitative researcher. In 2007, she co-founded Innate Motion. She is passionate about helping brands to be more relevant in people’s lives and taking a cultural leadership role. Ever since she was very young, Femke has loved to speak her mind, challenging the status quo and authority, and she often dreamt of changing the world. Today, she uses these qualities to contribute to cultural branding and visioning journeys in a refreshing way. She is keen on voicing her intuition, helping teams co-create, get inspired, and find a shared purposeful direction forward.

The Brave-hearted Challenger often takes up a cause for the tribe. They lead missions and call upon themselves and other tribe members to create their own destiny. When needed, they can be confrontational and disrupt the status quo.

Let’s stand up for what is important for us.
Be worthy for others.
Not having what it takes.
Be fit, stay agile, be brave, be provocative.
Always looking for an enemy.

Abusive powers
Lack of courage
Getting stuck in the
status quo
Rigidity and dogma