Ana Bugalete

I’m Ana Bugalete, founder of Intooit, a brand strategy practice for founder-led businesses, experts and solo entrepreneurs whose work has outgrown the way they currently describe it.

My work sits at the intersection of brand strategy, intuition, identity, positioning and founder expression. I help people uncover the true essence underneath their work, clarify what they want to be known for, and translate that into a brand that feels aligned, authentic and commercially clear.

Before starting Intooit, I worked in corporate strategy and business advisory roles, including several years at Shell. That gave me a deep understanding of how systems, structures and expectations shape the way people make decisions and show up in their work.

Eventually, I left that world to build a more intuitive, human and inside-out approach to strategy — one that helps founders find the signal underneath the noise, and express it in a way that feels true from the inside out.

I’m especially interested in transition points. The moment when someone moves from employee to self-led business owner and has to define their work in their own words. Or the moment when a founder has already built something that works, but their current positioning no longer fits who they are becoming.

They may have clients, credibility and experience, but still feel underarticulated, scattered, or misread by the market. That is often where the deeper work begins: not creating a persona, but finding the language, shape and strategy that can carry what is already true.

I’m a good guest for conversations around founder-led positioning, finding the true essence of your work, intuition as strategic intelligence, the transition from employee to self-led business owner, the psychology of visibility, and repositioning a business when it has outgrown its current expression.

I bring a grounded but deep perspective: part strategic mirror, part pattern reader, part translator of the thing people can feel but haven’t yet found words for.