About Petals and Seed
Petals and Seed was built on a belief that culture should create energy, not confusion. We partner with organizations to turn culture into a living, breathing force—one that empowers people, drives growth, and creates lasting impact.
Petals and Seed exists for organizations that want to approach culture differently—more human, more curious, more accountable. Leaders who don’t want noise or theatrics; they want clarity, momentum, and a culture people are proud to be part of.
For teams ready to move past performative change and build something real, this is where the work starts.
Meet the Founder
Erika Yuag Knudsen
Erika builds things that move people, teams, cultures, and entire organizations. With a background in organizational effectiveness, leadership development, and learning, she has years spent designing large-scale, peer-led change programs at Microsoft, Symantec, and Juniper Networks. She brings a clear-eyed, practical mindset to every partnership. She’s not here for corporate jargon or performative transformation; she’s here to help people lead better, think sharper, and create momentum that sticks.
Working with Erika means you’ll get someone who tells the truth, sees patterns fast, and refuses to settle for surface-level fixes. She designs experiences that push people to stretch, experiment, and own their growth. She’s equal parts strategist and coach, with a bias toward action and a belief that leadership is a muscle—one that gets stronger through real practice, not slides.
Petals and Seed exists because Erika knows that when people feel grounded, confident, and connected to their potential, they’re capable of far more than they give themselves credit for. She brings that conviction into every session, every conversation, and every community she builds.
Our Story
How it Started
Before it was a business, it was a set of questions its founder, Erika Yuag Knudsen, couldn’t ignore. Why do some teams catch momentum while others stall? Why do some leaders grow with ease while others stay stuck? And why do some culture efforts ignite movement while others fade without leaving a mark?
Watching those patterns made one thing obvious: change is human. It doesn’t come from decks, mandates, or clever campaigns. It comes from small, consistent behavior shifts. It comes from peers learning together, having honest conversations, and feeling trusted enough to lead in their own way.
Those observations turned into methods. Those methods turned into results. And eventually, those results became the backbone of Petals and Seed.
The name reflects how Erika has always understood leadership and culture: the visible growth everyone sees, and the quiet, steady work underneath that makes real change possible.