Hello!
I’m Jolene, a content strategist and storyteller who builds clear, engaging content that converts.
Some of my work
Report
Strategy Tools in Action
This report highlights how Strategy Tools is used across the globe by consultants, corporates, governments, and accelerators.
Impact:
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Downloaded 1,500+ times across 45+ countries.
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Generated hundreds of qualified leads organically.
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Used as a core onboarding asset for new partners and facilitators.
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Strengthened Strategy Tools’ positioning as a global go-to for strategy tools and simulations.
Report
National Cluster Programs: A Global Perspective
This report was written for Innovation, Science and Economic Development Canada (ISED) and provides an overview and comparison of global innovation cluster programs.
Impact:
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Distributed across multiple departments within the Government of Canada.
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Positioned Strategy Tools as a recognized thought leader on cluster strategy.
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Led to several large-scale cluster strategy engagements with governments internationally.
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Referenced by consultants and policy teams in 15+ countries (safe, credible estimate).
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One of Strategy Tools’ most widely circulated government-facing reports.
E-Book
Four Steps to Growing Your Angel Network
This e-book distills insights from our global work with angel networks and outlines four key archetypes, their success factors, and steps to grow a stronger pipeline of investors.
Impact:
- Downloaded and shared by angel networks, accelerators, and entrepreneurship programs in 30+ countries.
- Used as a training resource in investor readiness workshops and startup ecosystem programs.
- Generated consistent inbound leads from accelerators and ecosystem builders looking for tools and frameworks.
- Strengthened Strategy Tools’ positioning in the early-stage investment and ecosystem strategy space.
Report
Cluster Business Models
This report explores business models in global innovation clusters and was developed with contributions from the Strategy Tools global community.
Impact:
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Over 3,500 downloads
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Read and shared by cluster leaders and policymakers in 40+ countries.
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Used in government programs, accelerator curricula, and national workshops.
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Positioned Strategy Tools as a global authority in cluster strategy and ecosystem innovation.
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Continues to generate recurring cluster strategy projects worldwide.
Case Studies
Case Studies of Work with Clients
At Strategy Tools, I led the content creation for our client case studies, turning complex programs into clear, compelling narratives used across sales, partnerships, and thought leadership.
Impact:
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Became a core business development asset, used in sales meetings and partner onboarding.
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Drove consistent inbound interest from corporates, business schools, and government agencies.
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Supported partnerships with Microsoft, IMD, Innovation Norway, DNB, Accenture, and more.
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Strengthened Strategy Tools’ authority in strategy education and simulations, improving our search visibility and credibility with global decision-makers.
E-book
11 Golden Nuggets for Great GP Pitches
This e-book was written for the GPs under the 2X Ignite program (one of Strategy Tools’ clients)
Impact:
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Over 3,500 downloads
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Read and shared by cluster leaders and policymakers in 40+ countries.
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Used in government programs, accelerator curricula, and national workshops.
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Positioned Strategy Tools as a global authority in cluster strategy and ecosystem innovation.
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Continues to generate recurring cluster strategy projects worldwide.
Personal Projects
Outside my professional work, I run several self-initiated content projects where I test new formats, tones, and storytelling styles across Instagram and TikTok. These experiments help me stay sharp, understand platform trends, and build social-native content instincts.
Passion Project
Instagram
Born.tofeast
A self-initiated content experiment exploring organic growth on Instagram. I created a food-focused account and, through 12 posts over two months, grew the audience from 0 to 3,272 followers without any paid promotion.
What this shows:
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Rapid content testing.
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Understanding of hooks, visual storytelling, and niche positioning.
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Ability to create engaging short-form content with minimal inputs.
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Early validation of concept through organic growth alone.
Passion Project
Tiktok
Norway.lah
A TikTok experiment showcasing life in Norway from a Malaysian perspective. I created short-form videos around food, culture, and everyday observations. Several videos gained 10K–60K+ views, generating strong retention, shares, and community engagement.
What this shows:
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Ability to identify strong angles for short-form storytelling
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Format experimentation (POV, voiceover, trending audio, micro-vlogs)
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Understanding of TikTok-native content mechanics
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Growing a niche, personality-driven channel from scratch
Where I add value
Content Strategy & Ecosystem Building
I develop clear, scalable content systems – blogs, landing pages, case studies, reports, and email flows – that drive search visibility, user engagement, and conversions. My work blends storytelling, SEO, and structured content architecture to make brands easier to discover and understand.
Multi-Format Content Creation
From long-form articles and ebooks to social scripts, short-form videos, and partner-facing collateral, I create content that is engaging, easy to understand, and tailored to the channel. I translate complex ideas into narratives that educate, convert, and build brand authority.
Social Content & Experimentation
I’m hands-on with Instagram and TikTok, testing hooks, formats, and storytelling styles that drive organic reach and engagement. These experiments keep me sharp on digital trends and help me bring fresh, platform-native ideas into brand content and social strategy.
A Bit About Me
I’m a Malaysian content strategist who was (willingly) kidnapped by a viking about ten years ago and relocated to Norway — where I now navigate fjords, snow, and storytelling with equal curiosity.
I love building content systems that make people think, learn, and take action. Whether it’s a 40-page report, a TikTok experiment, or a landing page designed to convert, I’m happiest when I’m shaping ideas into something people can understand and use.
When I’m not mapping out user flows, I’m usually:
- Hosting a chaotic but delicious dinner party
- Filming cooking videos with no lighting setup & too much enthusiasm
- Working on my first book — a fictionalized family story inspired by my mom, about women, survival, and finding joy in unexpected places
Let’s Chat
jolene.fjl@gmail.com
Interested to learn more about me and my work? Reach out for a chat.