The Ghent Noose: The Best Rebrand a Founder Can Make

Walking through the streets of Ghent, Belgium, I came across a story that has stayed with me.

In the 16th century, the people of Ghent rebelled against Emperor Charles V. After the revolt was crushed, the city's leaders were forced to walk barefoot through the streets wearing nooses around their necks as a public symbol of humiliation and submission.

You would think that would be the end of the story.

Instead, it became the beginning of a new one.

Today, the people of Ghent proudly embrace that history. The noose is no longer seen as a symbol of shame but as one of resilience, independence, and the courage to stand for something bigger than themselves.

They didn't erase their history.

They redefined what it meant.

As I stood there thinking about it, I realized founders face something remarkably similar.

Many entrepreneurs carry labels they've given themselves:

"I'm not good with finance."

"I'm not a numbers person."

"I'm terrible at fundraising."

"I'll leave that to someone else."

Those labels quietly shape decisions.

They delay conversations with investors.

They avoid looking at cash flow.

They hand over financial responsibility without truly understanding it.

They lead with uncertainty instead of confidence.

But those labels are not permanent.

Like the people of Ghent, founders have the opportunity to reclaim the story.

Financial confidence isn't about becoming an accountant.

It's about understanding your business well enough to make better decisions, ask better questions, and communicate your vision with clarity.

The most powerful rebrand a founder can make isn't changing a logo.

It's changing the story they tell themselves.

Because once that story changes...

Their decisions change.

Their confidence changes.

And ultimately, their company changes.

Executive Coaching Through the CFO Lens

Sometimes the most important transformation isn't external.

It's the one happening inside the founder.