In 2016, Nadine Ridder didn’t launch her freelance career with a flashy business plan or investor pitch. What she did have was a clear intention: to contribute to social issues while maintaining her independence. But the road was far from straightforward.
Starting with a Purpose
“I started freelancing in 2016—not with a grand plan, but with a clear goal: to contribute to social issues while maintaining my independence. Initially, I attempted to break into the world of creative strategy. But the reality of the industry hit hard: strategists were overwhelmingly white, male, and senior. I didn’t fit the mould. Without awards or big-name clients, I struggled to be seen and heard. Simply claiming to be good wasn’t enough.
Instead of trying to prove myself through pitch decks, I started writing. Essays allowed me to research, reflect, and shape ideas with clarity and depth. My first pieces on content marketing were well-received, and clients began to approach me—not just for my strategy skills but for my thinking approach. Writing became my way in.
Over time, my work naturally shifted from marketing to something more urgent and personal. I began writing and speaking about societal issues such as intersectional feminism and other human rights issues—topics close to my heart. As the industry slowly opened up to these conversations, the two worlds I operated in—communications and social justice—began to merge. Clients who truly cared about these topics found me. And those who didn’t stop reaching out. That was a turning point. My values and my work were finally in alignment.
Then came the summer of 2020. After the murder of George Floyd, it would be an understatement to say that there was momentum. I hosted a free workshop at Trashure Studio, where I was based, and something transformative happened. People opened up. Stories were shared. There was a sense of safety and connection that I had rarely witnessed in professional settings. That moment marked the beginning of my new venture”.
Building a Values-Driven Business
“Today, my business helps organizations build inclusive, equitable, and socially safe workplaces. I guide teams and leaders in acting and communicating with confidence around diversity, equity, and inclusion. Through writing, speaking, and moderating, I contribute to public conversations around social justice.
I wrote to show, not to tell. Publishing opinion pieces was my way of proving my value—no credentials needed. It built trust and visibility.
I relied on my network. More people want to support you than you think. But you have to ask. Most people are busy with their own affairs most of the time.
I followed the energy. I didn’t force things—I responded to what came my way, reflected, and kept adjusting.I enjoyed the ride. Entrepreneurship can be overwhelming, but it’s also profoundly liberating. Don’t forget to enjoy it.
Most of my clients have found me through my public work, including my writing, social media presence, podcast appearances, and public speaking engagements. I’ve never run ads or followed traditional marketing strategies. My best ‘strategy’ has been showing up consistently with honesty, nuance, and care. Clients who resonate with my vision tend to seek me out. And those looking for something else? I’m happy to let them pass.
I underestimated how much time things take, especially admin, communication, and follow-up. I tried to do it all on my own. As a hyper-independent, I avoided asking for help. Now, I know that collaboration is a strength. I sometimes tried to bluff my way through. At times, I pretended to know more than I did. I’ve since learned that honesty and vulnerability build deeper trust—and more sustainable relationships.
The fact that I’ve built a business I can live from—doing what I love and staying true to my values—is something I’m deeply proud of. I didn’t inherit a network or a financial safety net. I built this from scratch by being consistent, curious, and courageous. My company is an extension of who I am, and that feels like an achievement in itself.”
Looking Ahead
“Explore your unique power and your circle of influence. Are you a connector, a creator, a writer, an organizer, or a speaker? Use your strengths for change. Don’t wait until you feel ‘ready.’ Start with what you have. Learn on the way. Ask for help.
Find your community. Work through the fear—don’t try to erase it. And be honest with yourself: what’s the worst that could happen? Perhaps you’ll return to a job. That’s okay. I think we owe it to women who don’t have our privileges to at least give it a try.
And one more thing: don’t let the patriarchal colonial model of business—faster, bigger, harder—define your path. Growth can mean depth, not just expansion.
I’m moving toward a more innovative, more intentional way of working. I want to free up time for thinking, writing, and creating—work that doesn’t always bring direct income but has societal value.
Concretely, I’m launching an online platform to make my knowledge and training more accessible. I have also started a Substack newsletter to stay connected to my audience, independent of social media algorithms. A podcast, a book, and a community-based event are all in the pipeline. My next phase is about developing a new way of doing things, based on care instead of capitalism.”
