And every time a client asked "Why isn't it working?" a small part of my soul filed for divorce.
I spent 20+ years building award-winning websites. Clean. Fast. Beautiful. The kind that win design awards.
But here's what kept happening:
Clients would launch their shiny new site, get decent traffic, and then... crickets.
"Why isn't it converting?"
"Why are people leaving?"
"Is it the design?"
And I'd look at the site and think: The design is fine. The problem is nobody knows what the hell you DO.
Because buried under all the pretty pixels was a story that made zero sense.
Vague headlines. Feature dumps. Jargon salad. No clear next step.
It looked professional. But it didn't COMMUNICATE.
My breaking point? The day I realized I was basically a highly-skilled decorator on a burning house.
The walls looked great. The foundation was rotten.
So I snapped.
I went full detective mode: story frameworks, behavioral psychology, narrative architecture. All the nerdy stuff people pretend to understand on LinkedIn.
I stripped everything down to one truth:
No one cares how pretty your website is if your story reads like a motivational fridge magnet.
So I built BrandflexOS.
Not out of inspiration. Out of pure "I refuse to watch another great founder sabotage themselves with poetic nonsense" energy.
I help corporate escapees who look successful on the outside but feel like a scrambled Pinterest board on the inside get brutally clear on their story.
So they can stop explaining what they do like they're pitching a hostage negotiation.
I don't do:
I do:
Because clarity beats creativity. Every. Single. Time.
20+ years building award-winning websites
32+ story frameworks in my library (Hero's Journey, StoryBrand, Man in a Hole, Bridge-Builder, etc.)
100+ behavioral psychology principles (Hick's Law, Loss Aversion, Social Proof, Miller's Law, etc.)
Based in Porto, Portugal (but work with clients worldwide)
Slogans: "Your Story. My Words." / "Design is Storytelling. Code is the Craft."
Coined: UX Storytelling (UX + BX + RX = UXS)
Because I was tired of watching founders with incredible expertise lose clients to confusion.
They'd spent 20 years mastering their craft. Built successful corporate careers. Left to do something meaningful.
And then they'd write a LinkedIn headline like "Helping leaders unlock their infinite potential" and wonder why nobody was DMing them.
The problem wasn't their expertise. It was their messaging.
And messaging isn't magic. It's structure.
Story frameworks. Narrative arcs. Behavioral psychology principles.
The same stuff Hollywood uses to make movies sell.
Applied to your business.
Clear > Clever
Clarity beats wordplay every time. If I can't understand it in 5 seconds, it's not clever. It's confusing.
Structure > Vibes
Story frameworks beat "find your authentic voice." You need architecture before you need authenticity.
Show > Tell
I don't pitch. I diagnose. On the discovery call, I'll show you exactly what's broken. Then you decide.
Systems > One-Offs
Copywriters give you words once. I give you templates forever. You learn the system, not just the output.
Confidence Is a Choice
I'm not here to be agreeable. I'm here to be honest. Your site scored 0/10. That's fixable. Let's fix it.
Book a free 30-minute discovery call. I'll audit your LinkedIn profile live and show you what's broken.
Or email me: werner@brandflex.co