Human of Beautiful Business: Julia von Winterfeldt, Founder and CEO, Soulworx

For organisations to transform, we must transform ourselves

Julia von Winterfeldt thinks of herself first and foremost as a change evangelist and human leadership advocate. A former agency MD, she believes industries need to cultivate more qualities too often perceived as exclusively feminine — encouraging creativity, intuition, playfulness, nurturing, an adventurous spirit, and unbiased curiosity — in order to disrupt and enhance leadership culture and future ways of working. This was the impetus for the founding of her company, SOULWORX, a purpose-led, human-centered workshop studio rethinking and reinventing how organizations are run.

Although facts, figures, and a company’s growth rate are important indices of successful business management, for Julia, the human aspect is the most important factor. The future, she believes, calls for a shift in mindset and a break up of old structures by demanding a new understanding of leadership.

“Leaders today must be very accessible to others and show their true selves. Many aren’t good at that because they simply live inside their own boundaries. Today it isn’t enough to know how to do things but to know why. Leadership is responsible for creating orientation and inspiration, beginning with personal ‘inner work”.

Self-reflection is key. Julia believes that leaders must develop a better understanding of themselves — their personal purpose, dreams, their ways of interaction, strengths, demands and attitudes and expectations. It is only from here, that one can parlay a more clear and balanced form of connection and interaction with team members.

She continues, “I do not believe digital transformation is a matter of substituting tools or restructuring and optimizing processes, although these are no doubt all important aspects. But the heart of all change lies knowing your purpose and making shifts in line with that purpose. Every shift starts from within.”

“It’s always been most satisfying for me when I can hold the room for individuals to connect and exchange ideas to create something meaningful and worthwhile. Any website or app that comes out of this has always been secondary to me.”

In order to explore this new world, Soulworx recently launched Humans of New Work, an exciting online space for exploring the democratized future of work, which will also be exhibited at the House of Beautiful Business.

Julia will be speaking at the House of Beautiful Business in Lisbon, November 3–10th. Alongside start-up founders, executives, nonprofit leaders, investors, writers, philosophers, scientists, designers, technologists, artists, we will be discussing and prototyping how to lead with purpose and passion; how to build human companies and workplaces; and how to design for deeper connections in an age of exponential change and massive societal disruption.

Hosted in collaboration with the BCG Henderson Institute, the House will serve as salon, stage, and sandbox for people who are keen on rehumanizing business and exploring meaningful conversations around humanity and technology. You can find more information and buy tickets at:

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With copy credit to Monika Jiang, Soulworx