I'm Ashley Abercrombie: founder of Rooted, a consulting practice focused on narrative integrity. I help organizations bring their culture, story, and strategy into alignment.

Rooted’s Secret Sauce:

Narrative strategy built on organizational truth.

Trusted by Clients

Sarah Cannon Research Institute

Pepperdine University

Fuller Seminary

Stillpoint CA

Manhattan DA’s Office

CCDA

Shalem Institute

Disney

Rooted Overview

Many culture problems are story problems. A gap between your operational and narrative strategy disrupts operations, decreases morale, and hinders optimal outcomes.

Rooted helps close that gap. We work with leadership teams to:

  • Listen to the internal and external narratives impacting your org

  • Shape internal and external stories that stay close to your values

  • Lay the foundation for a strong strategic and narrative plan

  • Bring executives, boards, leaders, and teams into alignment

We listen, measure, and build a foundation your strategy can stand on, with results you can track.

  • Narrative analysis report built on quantitative data deep dive, qualitative stakeholder listening, operational immersion, and sector analysis to understand internal and external distinctions and challenges

  • Strategies without frameworks, plans, and clear communication cannot be operationalized. We support systems and pipelines that integrate culture, story, and strategy.

  • Defining your organization at its natural best by developing clear and distinct narratives ready for distribution in a noisy digital landscape.

  • We solve custom problems as you face them with capacity to train and develop the leaders you serve.

Every client is different. Every scope is unique. We work together to develop a thriving partnership.

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Rooted’s website launches officially in 2027

How We Work

  • We sit beside you at the table, not across from you. Your desires and challenges are ours to share.

  • We engage stakeholders as partners, not spectators, and you can expect optimism, honesty, and hope in every engagement.

  • We are leaders who listen. Every deliverable is based on quantitative and qualitative data with a strong point-of-view rooted in your history and values.

About Ashley Abercrombie

Founder & Principal Consultant

Ashley helps leaders close the distance between the story their organization tells and the way it operates. Her work sits where narrative, culture, and strategy meet. For clients, she leads cultural listening, data research, and narrative analysis that ground strategic plans and bring executive teams into alignment.

Her perspective reaches beyond the boardroom. For two decades, Ashley led community development initiatives in Los Angeles and Manhattan, earning mayoral commendations from former LA Mayor Antonio Villaraigosa. As a licensed minister and former prison chaplain, she spent two decades serving women and communities through recovery and advocacy work. Now based in Durham, NC, she chairs the executive board of Treasures and holds a Master's in Justice and Advocacy from Fuller Seminary. In every effort, Ashley brings the conviction behind her two books: trust is built where words and work agree.

Connect with Ashley