Build the team your customers deserve. Culture is how your value gets delivered.

At Petals and Seed, we help leaders and teams grow through community-powered change. We blend modern learning design, micro-behavior experiments, and peer-driven activation to turn culture into something people practice, not just talk about.

Schedule your consultation today.

Two women wearing masks discussing at a table with a laptop.

Who We Are

Petals and Seed Consulting is a culture and leadership consultancy that partners with organizations ready to grow stronger from the inside out. We work with leaders who are bold, curious, and committed to making meaningful change without the fluff or burnout.

Just culture made intentional.

What We Do

We help organizations build culture strategies and design human-centered, community-powered systems that turn potential into momentum. Through workshops, coaching, culture programs, and digital tools, we help teams adopt new ways of working, scale leadership, and drive lasting cultural impact—empowering employees to own the journey every step of the way.

Why We Do It

We believe organizations rise when their people do. Our mission is to help teams lead boldly, learn continuously, and thrive together—creating workplaces where growth isn’t just an aspiration, it’s a shared practice.

 

"The potential of an organization is only as great as the potential its people are allowed to reach."

Erika Yuag Knudsen, Founder & Principal Consultant

 

What We Offer

Petals and Seed Consulting

Culture Transformation

When your culture is stuck in old habits and nothing seems to shift, we step in. We activate the people who drive change, break down barriers, and embed new ways of working that actually stick. No fluff. Real transformation, from the inside out.

A woman writing notes in a notebook while standing indoors.

Leadership & Team Development

If your leaders and teams are spinning their wheels, we help them step up. We build bold leaders who take action, resilient teams that collaborate under pressure, and networks of change agents who push your organization forward when traditional training fails.

Three women collaborating on a project using a laptop in a bright office.

Strategic Communication & Storytelling

Tired of emails, slides, and meetings that go nowhere? We teach leaders how to communicate with clarity, influence, and impact. Every message, story, and conversation becomes a tool to move your organization forward — no wasted effort, no jargon, just results.

Community-led Activation

For the rule-breakers, the trailblazers, the ones who refuse to settle. Mavericks is a method that builds networks of leaders who push boundaries, spark change, and make things happen while others just talk. This offering is for leaders who know their unique value comes to life only through the people who make things happen.

Send a message to learn more.

Client Success Stories

Adrian Murphy

Technical Program Manager, Microsoft

Erika helped me navigate a tough leadership transition, diagnose what wasn’t working in my communication, and implement tactical adjustments that got results fast. Her coaching is targeted, actionable, and grounded in how leadership teams actually work.

Joaquin Jares

Principal Software Engineer Manager, Microsoft Developer Division

Erika helped me build the skills to gain clarity, frame conversations effectively, and see different perspectives strategically. Her guidance was instrumental in my promotion to principal engineer and management. Her approach is practical, human, and focused on real results.

Andreas Kaehmer

Director of Global Marketing Business Operations & Chief of Staff for Corporate Marketing & Operations, Symantec

Working with Erika on the Global Marketing Operations team was transformative. She listened first, quickly grasped the current challenges, and spotted opportunities others missed. Erika inspired me and my team, turning us into change ambassadors who could influence, support, and motivate others. She made culture and engagement tangible and operational—no fluff, just real impact. Her guidance applied limited resources for maximum results and helped us drive meaningful change across the organization.

Lisa Guthrie

Principal Program Manager, Microsoft

I had the privilege of working with Erika for nearly five years on the People & Culture team. What set her apart was her ability to drive organization-wide change in highly ambiguous spaces. She led interactive Learning Workshops, giving employees concrete actions to improve skills, address microaggressions, and elevate workplace culture. Beyond that, she trained others to lead cohorts, scaling the program organically across the organization. Participation grew without mandates, driven by genuine enthusiasm, and we saw measurable improvements in our employee survey scores. Erika combines strategic thinking, practical execution, and collaborative leadership—she doesn’t just understand culture, she transforms it.