Michelle Storm — founder, strategist, innovation designer.

Background

Michelle is a consultant, strategist, innovation designer, facilitator, author and public speaker. Her work brings together human-centred innovation, communication, organisational understanding and practical insights.

She has spent years alongside people who pour themselves into their craft — the ones who are the heart of their community and give colour to the life of their customers. Bakers, hoteliers, wedding planners, florists, schools, adventure camps, non-profit coordinators, small studio owners. She lovingly calls them the businesses that people remember — the organisations that would be genuinely missed if they disappeared.

How Michelle works

"I begin by listening.

Not because I believe every answer already exists, but because every organisation has a story, a history and a way of doing things that make sense to them. Before suggesting change, I want to understand what already works, what people care about, and what should never be lost.

Complexity deserves clarity, not just oversimplification. My role is to make interconnected systems understandable, so I translate complexity into practical workflows and decisions people can act on with confidence.

The people always come first — automation or AI comes second. That is a promise. That is why I always work with people, because lasting change happens when strategy and lived experience meet each other.

I prefer honest progress over impressive presentations filled with jargon and overpromises. Small, thoughtful steps that support the people I work with — and that last, in trust and understanding — will always outlast ambitious plans that never become part of everyday practice. That is why I also train your team in how to use the technology in their best interest.

Because technology should support people, not ask people to become more like technology."

What Michelle believes about AI

"AI is at its best when it feels like a trusted colleague — quietly supporting your work, never replacing the relationships, judgement and care that make your organisation special.

Automation can reduce repetition, but it cannot replace wisdom, empathy, kindness or responsibility.

The organisations worth investing in are those with a story worth carrying far into the future. Innovation should therefore strengthen what makes your organisation trusted, not erase it in pursuit of novelty.

Heritage is more than just history. It is the accumulated knowledge, relationships, values and ways of working that have allowed an organisation to earn trust over time. The purpose of AI is not to replace that heritage, but to help protect it, extend it and pass it on.

Every technological decision changes a wider system. My responsibility is to understand those relationships before recommending change, ensuring that AI implementation creates greater coherence for you and your business.

Ultimately, I don't see AI as the destination. I see it as one of many tools that can help people, organisations and communities become more aligned with who they are, what they value, and future-proof what they build."

Speaking and workshops

Michelle delivers workshops and speaks on human-centred AI adoption for founder-led businesses, hospitality teams, cultural and heritage organisations, non-profits and public-sector groups. All sessions are conversational, practical and shaped around the audience. She also provides keynotes and culture-building, interactive workshops.

Speaking sessions

A live overview of the talks and workshops Michelle currently offers, straight from her Sessionize profile.

Where Michelle works

While she is based in the Netherlands, her work is recognised across Europe, the United Kingdom, Ireland, Mauritius, Canada and the United States. She works in person where it makes sense, remotely where it is kinder to your calendar and budget.

Fancy a chat?

Book a free 15–20 minute Discovery Call with Michelle. No slides, no pitch — just a proper conversation about your business and whether AI could actually make your week a little lighter.