Our people
Our team is made up of exceptional talents—quiet achievers who excel in their ability to see what others miss. We look beyond the obvious, bringing together individuals who see things differently and have the special sauce to design creative strategies to deliver breakthrough performance for your business.
Our team is supported by our Professional Alliance Network (PAN). They are a collective of talented individuals from various industries and specialisations who blend the powers of logic, magic, art, and science. We are united by shared values and principles and our dedication to levelling the playing field for small to medium enterprises.
Meet the InventureLabs Team
Selase Dugbaza – Managing Director and Strategy Conductor
With over 20 years in operations, business analysis, and strategy, Selase is often called “the Weaver” for his uncanny ability to see connections where others see none. He excels at bringing together information, concepts, and approaches to uncover insights that reveal new and sometimes unexpected pathways and opportunities others miss. At InventureLabs, Selase drives the use of System Dynamics to create interactive models of your business—a digital twin that mirrors your real-world operation. This living model helps you see how all parts of your business interconnect, revealing hidden opportunities and bottlenecks, and allowing you to test strategic decisions in a risk-free environment.
Selase embodies the blend of logic, intuition, creativity, and discipline that defines InventureLabs in tackling challenges from all angles, leaving no stone unturned. His conceptual skills are matched by a genuine commitment to empowering SME’s to realise their potential, sustain lives and create value within their communities. For Selase, strategy goes beyond business success; it’s about reclaiming the power of personal enterprise, imagination and bold action to shape and realise purpose.
Nathaniel Maras
Strategic Design and Organisational Architect
Nathaniel brings over 20 years of expertise in navigating complex environments and aligning business practices with emerging opportunities. At InventureLabs, he specialises in helping SMEs adapt and grow by rethinking conventional approaches and realigning their operations with future needs. Nathaniel excels at translating emerging shifts into practical, actionable strategies, guiding businesses to redefine their direction with clarity and confidence. His ability to see beyond the obvious allows him to shape strategic solutions that empower SMEs to move forward with purpose and resilience. With a collaborative and practical approach, Nathaniel turns complex challenges into clear, actionable plans that resonate with teams and stakeholders. He’s passionate about empowering businesses to break away from the ordinary, leveraging his ability to weave together the right elements into solutions that are as unique as the enterprises themselves. At InventureLabs, Nathaniel is dedicated to helping SMEs forge their own path, bringing fresh perspectives that lead to lasting impact
Sonia Friedrich
Behavioural Science Strategist and Keynote Speaker
Sonia Friedrich brings a powerful blend of behavioural science, business acumen, and a knack for seeing what others miss to empower SME’s to break free from the status quo. She works with leaders and teams—applying behavioural insights to drive measurable outcomes and improve profitability. Sonia’s hands-on approach integrates behavioural science across all levels of a business, providing practical, proven strategies that enhance decision-making and add a distinct edge to business performance. Renowned as a global keynote speaker, Sonia is known for inspiring and enlightening audiences with actionable insights they can use immediately. She bridges Nobel Prize-winning concepts with real-world applications, ensuring strategies are tested and effective before implementation. Trusted by CEOs, founders, and executives, Sonia’s mission is to help businesses see what they’re missing, transform their approach, and achieve impactful results.
Rebecca K Baldwin
Digital Strategist and Media Empowerment Specialist
Rebecca Baldwin is a versatile digital strategist and media educator dedicated to empowering SMEs to build a strong online presence and connect authentically with their audiences. At InventureLabs, Rebecca goes beyond traditional web design and development, offering a holistic approach that includes digital strategy, content creation, and social media training tailored to each business’s unique needs. Her goal is to equip businesses with the skills and tools to confidently represent their brands online, ensuring their digital strategy is not formulaic or disconnected from their overall business vision and goals. By integrating digital insights into InventureLabs' broader strategic framework, Rebecca ensures that each digital initiative supports and reinforces breakthrough performance. Rebecca’s expertise spans web design, digital marketing, copywriting, and graphic design, making her an invaluable partner for businesses looking to enhance their digital footprint. She brings a deep understanding of the online landscape, combined with deep caring that shines through as she guides businesses in designing authentic digital presence that resonate uniquely.
Issac Vitesnik
Client Engagement and Business Alchemist
Isaac is the quiet force behind business success stories you've never heard of. He’s the entrepreneur with the Midas touch—building and selling multiple businesses from the ground up with a blend of intuition, experience, and an innate sense for opportunity. Known for his deeply engaging personality and his uncanny business acumen, Isaac brings the magic to InventureLabs, helping to turn bold ideas into reality. A humanist at heart, Isaac is driven by a commitment to dignifying people and uplifting the small business owners often overlooked in the hustle of big industry. He goes beyond the call of duty, offering not just a listening ear, but insights to shape the strategic journey ahead. He has a keen sense for the kind of aesthetics that draw and enthral customers. At InventureLabs, Isaac channels his unique mix of business savvy and heartfelt dedication into client engagement, ensuring every partnership is built on trust, respect, and a shared vision for success. With Isaac on your side, it's not just business—it's personal, transformative, and filled with possibilities.
Natasha Kasselis
Human Dynamics Strategist
Natasha brings a crucial yet often overlooked dimension to InventureLabs' strategic work: the understanding that business is fundamentally about people. As a seasoned psychologist and EMDR therapist, Natasha has joined Inventurelabs to ensure the psychological and emotional aspects of business are integrated coherently into strategy design. She recognises that even the best strategies can falter if the human element behind all work—mindsets, beliefs, resilience, and emotional health—is overlooked. Natasha is unassuming yet incredibly astute. Her role at InventureLabs is to ensure that the people side of business is not just acknowledged but woven into the strategy design framework. With her expertise in clinical and organisational psychology, Natasha supports business leaders in navigating the internal challenges that influence external outcomes. Whether overcoming imposter syndrome, managing life transitions, or building emotional resilience, Natasha’s approach is holistic and compassionate. She draws on evidence-based methods, including EMDR, somatic therapies, and cognitive-behavioural techniques, to help business owners understand how their mental and emotional states impact their decisions and actions. Natasha’s mission at InventureLabs is to align the psychological and strategic dimensions, empowering business owners to move forward with clarity, confidence, and renewed purpose.
Rosie Bason
Sales Strategy and Business Development Specialist
Rosie Bason is a home run hitter in business development, bringing years of hands-on experience in driving revenue growth through high-powered sales. At InventureLabs, she empowers businesses to grow through tailored sales strategies that boost performance and align with their unique goals. Her expertise spans high-performance sales, customer engagement, and team leadership, making her a vital asset in helping businesses unlock their full sales potential. Having grown up in a maritime family, living on boats and travelling the world, Rosie developed the ability to adjust her communication style to meet the needs of diverse people. This skill gives her an edge in deciphering subtle cues that enhance sales effectiveness. Rosie excels in identifying new sales opportunities and building robust sales processes. With sharp intuition and a deep understanding of human interaction, she ensures that every strategy is as people-focused as it is results-driven. Rosie is dedicated to helping SMEs thrive in today’s competitive market, delivering actionable strategies that drive immediate and long-term success.
The Professional Alliance Network
Curious about who's behind our Professional Alliance Network?
Our network is made up of exceptional practitioners from diverse fields, organisations, and industries. It’s a dynamic group that evolves to meet the specific needs of the businesses we support.
Currently, we are maintaining the confidentiality of our members and their organisations to protect our strategic advantage and the proprietary techniques and perspectives they bring. This helps us safeguard the unique, holistic strategies we develop for our clients from being replicated.
For each strategic challenge, we assemble a tailor-made team, like a hand-picked orchestra, specifically designed to address your unique needs. We don’t follow the crowd or take the easy path; we focus on what truly works. Together, we unlock the potential to realise your business vision.