Hi, I Am Anna

I’ve always wanted to understand the world. What is life about? How does the world work? Who am I? Questions like these have been keeping me awake ever since I was a little girl. However, being busy with mastering all the classic steps while growing up made the questions fade into the background. For a long time.


Instead of trying to find answers, I worked hard on becoming a supposedly successful marketing expert – driven by the expectations of others and the ambition to get recognition and security. Without knowing where I belong, what I am good at and what makes me happy. Without taking a moment to pause or reflect. My mom put it in a nutshell: “You’ve always wanted to live too fast.” Better, more, different. Much too long.


Moving to Amsterdam as the next step in my career, unexpectedly gave me the chance to take a breath; to finally listen to all other parts of myself and think it all over. For the first time, I realised that there is a huge difference between achieving career goals and seeking for answers to the questions that truly matter. I started to ask myself: “How did I end up here?”, “What am I doing?” and “What for?”. I wondered whether there wasn’t a way to do something more meaningful. Something that matters. Not only to me, but to the world as well.

I quit my job. The greatest success in my career, I would say.

I went on to the next journey. To myself this time. Away from a conditioned, stressed object to a self-determined person with a true why of life. 


Being fascinated by the complexity of people, their stories and how they master their lives, I decided to turn my personal passion into my new profession: Personality Development. With the intention to learn more about people – about their thoughts, their feelings, and what drives them. In order to get a sense of why we do things the way we do them. That’s why I studied Life Coaching at the Dr. Bock Academy in Berlin.


I know what it’s like to start this personal process of change and I’m incredibly grateful for everything that has happened since then. From my own experience I know that the very first step is often the hardest. This inspired me to help others experience the same positive change for themselves. I support and empower individuals and teams to make their objectives tangible, in private as well as in professional contexts. My mission is to bring out the best in people and help them realise their dreams.


Since I have answered the important questions of life for me, the topic of sustainability has become an integral part of my life. I believe that personality development is the key to sustainability and my specialisation lies in coaching and consulting for sustainable development. 


Besides my interest in people and sustainability, I like music, writing and traveling. Dance, yoga and board sports fascinates me and I am highly interested in health and nutrition. With GOODISM I want to create a life philosophy that stands for a better life in a better world.


“You can do better!” That is what my dad often used to say to me when I was a teenager. Now at last I understand what he really meant back then.

SINCE 2018

  • Life Coach (Dr. Bock Academy in Berlin, certified in accordance with the guidelines of the International Coach Federation (ICF))

  • Pro Bono Coach at OnPurpose, a social company that helps people to find work that matters in order to solve society’s most difficult problems

  • Coach at indisoft, a certified educational institution in the field of professional qualification and continuing education

  • Coach at Fair Coachings, a social Coaching platform that makes personality development accessible for all through fair prices

  • Coach at Heroes for Heroes, a coaching platform that opens up personality development to young people between 14-21 years

  • Mentor at MentorMe, Germany’s largest independent professional support programme for women

  • Volunteer at Café Grenzenlos (A project of the Psychosozialer Verbunds Treptow e.V., which gives people with psychosocial disabilities the opportunity to participate in working life)

  • Member of Trainers, Coaches and Consultants Tribe (TCC Tribe)​

  • Freelancer Marketing Consulting, Account Direction, Project Management (selected projects for companies and agencies)

2007 – 2018

Advertising & Marketing

  • Marketing Director & Brand and Communications Manager at Wakoopa (part of Netquest & GfK) | Amsterdam  |
    Industry: B2B Mobile Technology, Market Research, Data Analysis, Consumer Insights

  • Account Management & Consulting in creative and digital advertising agencies for national and international brands |
    Agencies: Grey, Geometry Global, Jung von Matt, Yours Truly | Hamburg

  • Dual studies/Trainee: Bachelor of Arts in Media Management (Hamburg School of Business Administration & argonauten G2 GmbH)

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© 2019 Goodism | Anna Hebbeln