Municipality of Tilburg: a new story, breathed to life together

The challenge

In a world of growing complexity, how does a city's organization stay connected to its people and its purpose? The Municipality of Tilburg felt it was time to re-examine its identity. The challenge was not just to define what they stand for, but to do it in a way that every employee—from the front desk to the policy team—could feel was their own. They needed an organizational story that was truly built by everyone, for everyone.

Our journey together

A story for everyone must be built by everyone. Our journey began with deep listening, inviting colleagues from all corners of the organization to share their pride, energy, and ambitions. In a series of science-based and playful co-creation sessions, using our 23plusone emotive methodology, we brought these diverse voices together. Human by human, we built a story that came from within—open, recognizable, and shared.

The transformation

The result is a powerful new story opened by the line, "Here, I breathe freely." It captures what the municipality stands for: a place to feel welcome and to work together on what's next. This story is more than just words; it’s a living compass. Captured in a toolkit and a film, it guides daily behaviours and gives employees a shared foothold in their work. The story grows with the people, ensuring the organization remains connected to the city it serves. This is where purpose meets performance.

Do you want to build a shared story that truly belongs to your entire organization? Let's connect and build your next better, together. Contact Kim Cramer or Alexander Koene to start the conversation.