I'm Serena Hatfield.

My career isn't a ladder. It's a game of twister.

I earned a black belt in innovation management, was voted the most trusted teacher by the kids at an alternative school in Berlin, and published twelve books with the publishing house that I co-founded. I also proved that print magazines weren't dead back in 2015. My career is a game of twister, with a simple red line: change.

The methodology I work with is Story Leadership. I developed it over a decade inside organisations, watching which strategies moved and which ones quietly died. For organisations it means moving from reacting to change to shaping it. For people, it means changing things in a world that isn't asking you to.

I founded Studio Hatfield in 2017 as an umbrella for all the things I choose to do for fun. Most of these projects have been co-created with other fiercely creative badasses (names linked in projects).

Boring stuff

Imprint (Privacy)

Cool stuff

Wonder as Resistance

Radical Hope Club