Hi, I’m Jette.
I run Whoops.
I help founders and teams communicate (and act) in ways they can stand behind, especially when things get loud, political, emotional, busy, or just… weird.
Most of the time, the mess isn’t the crisis. It’s the in-between: trade-offs, pressure, screenshots, and decisions that suddenly need a “public version”.
The goal is simple: help you act, speak and decide in a way that still feels like you, even when the moment makes that harder than usual.
No theatre. No vibe-polish. No panic language.
What Whoops is
Whoops exists for the moments where reputation stops being abstract.
Not when everything is calm and everyone agrees. When trade-offs show up. When someone’s offended. When a post becomes a screenshot. When your team needs a line they can repeat without improvising.
I build the rules before you need them, pressure-test the moments you don’t want to regret, and step in fast when things get loud.
How I got here
I started in journalism with a permanent “why?” habit.
Then I moved into brand communication, where the questions got sharper: does this match how we behave, and can we stand behind it when people disagree?
I’ve been in the middle of a reputational storm. What helped wasn’t a slick statement. It was honesty, a steady posture, and language the team could actually use.
That’s basically Whoops.
What I actually do
Most of my work is building guardrails and language teams usually only scramble for once something is already public.
Depending on the moment, that looks like:
setting tone, boundaries and trade-off rules
pressure-testing one message or decision before you hit send
giving teams first-hour basics so nobody invents the response live
helping founders show up without putting on a “personal brand” costume
fixing the wobble when trust dips and everyone’s watching
Underneath it all: I learn the real version of your brand (behaviour, instincts, values). Then we turn that into usable words + usable rules.
How I work
Quick, calm, and without unnecessary detours.
I don’t do inflated decks or long workshops where nothing gets decided. We get further by talking like normal people and staying close to real behaviour, not slides.
I’ll ask the questions that reveal the actual issue (usually not the loudest one). And because thinking without output is useless: you’ll leave with language you can use, not homework.
I work best with teams who:
move quickly
want behaviour + culture + communication to tell one story
prefer honesty over polish
are willing to be specific (even when it’s uncomfortable)
If that’s you, we’ll work well together.
What I believe in
Reputation isn’t on the side of your brand. It is the brand.
Brands don’t need you to be perfect. They need you to be consistent, and willing to own the moments that didn’t go to plan.
Good communication isn’t polishing. It’s making sure what you say and what you do match, especially when the stakes go up
If something’s on your mind
You don’t need a full brief.
Just tell me what you’re navigating, and we’ll figure out the next sensible step together.