There’s a shift in the air. A low, insistent hum of a new era where brands no longer hide behind empty promises. Money’s grip is loosening. Is purpose the new profit engine?

I don’t sit on the sidelines of this change. I’m in it, human by human, brand by brand, building organisations as forces for good. Culture is my battlefield, strategy my weapon, branding my art form.

For me, this is not abstract work. It’s highly personal. I’m a father of three, raised my kids in Amsterdam with the conviction that longevity isn’t just about living long. It’s about living well: happy, healthy, inspired. That same drive fuels my decades-long practice of daily sport - cycling, running, weights, skiing - because clarity, discipline, and energy are the ultimate creative edge.

My journey has stretched from military training to the soul of global corporations. Long expat stints in France, Indonesia and Italy taught me the corporate playbook, but it was teaming up with my business partner, Kim Cramer, that lit the fire: proving that when people are the brand, everything changes better. Two decades on, that mission is still alive and burning.

Today, that belief takes shape in three ventures:
- BR-ND People. A creative change agency helping teams build brand cultures where people don’t just survive, they thrive. Proudly B Corp.
- The 23plusone Collective. A science-based, playful method unlocking happiness and attraction through the universal language of emotive values. And it's contagious!
- Let’s Play Equal. Serious gaming that transforms difficult conversations about inclusion into action that sticks.

If you feel that same pull to build something that truly matters, let’s talk. The future isn’t waiting. Neither should we.