A bit about me
Based in The Hague (Den Haag)
Working throughout the Netherlands
Based in The Hague (Den Haag)
Working throughout the Netherlands
Based in The Hague (Den Haag)
Working throughout the Netherlands
Working freelance
Consultancy (project basis) & interim management
Working freelance
Consultancy (project basis) & interim management
Working freelance
Consultancy (project basis) & interim management
18 years experience
In formulating and executing growth strategies
18 years experience
In formulating and executing growth strategies
18 years experience
In formulating and executing growth strategies
My added value: get a team into action mode
I bring focus and expertise to make things happen
My added value: get a team into action mode
I bring focus and expertise to make things happen
My added value: get a team into action mode
I bring focus and expertise to make things happen
Get in touch
Mini CV
Mini CV
Experience & Education.
My career before Unravel, in a nutshell.
Experience & Education.
My career before Unravel, in a nutshell.
Mini CV
Experience & Education.
My career before Unravel, in a nutshell.
Head of Design · Head of Research
Tover · Utrecht · Netherlands
2018-2023
Innovation consultant · Partner
Sunidee · Amsterdam · Netherlands
2007-2017
Corporate Strategist · Marketing Manager
Connaught Motor Company · Coventry · UK
2005-2006
BSc Industrial Design · MSc Strategic Product Design
Delft University of Technology
1998-2006
Head of Design · Head of Research
Tover · Utrecht · Netherlands
Key outtakes from this experience
Build and lead a team of eight A-players. Collaborate under pressure and achieve ambitious goals together.
Create an outstanding product-service-ecosystem. Use a wide range of digital technologies to create the ultimate user experience.
Raise a series-A investment.
The Tovertafel projects interactive games onto a table. It is co-designed together with the target group: seniors (with dementia), adults (with intellectual disabilities) and kids (in special education).
Innovation consultant · Partner
Sunidee · Amsterdam · Netherlands
Key outtakes from this experience
Maintain a constant high level of productivity. When a client pays by the hour, there is no time to slack off.
Quickly get up to speed in a new industry, company, and context.
Combine strategic and creative thinking, in order to achieve out-of-the-box and relevant solutions.
With innovation agency Sunidee we often conducted field research for clients. I've seen high tech forensic labs, huge production sites and tiny airstrips. Lift-off in 3-2-1-... (client: PAL-V)
Corporate Strategist · Marketing Manager
Connaught Motor Company · Coventry · UK
Key outtakes from this experience
I started as graduation student and got a job offer a month later. I loved my time at this automotive start-up in the Midlands (UK).
Got my MSc degree by working in the evening hours (even Cum Laude).
What astonished me most: one can actually design and build a car with a team of only 20 people!
Connaught is powered by a 2.0 litre hybrid-electric V10 engine. An incredible engineering feat, in a time when the only hybrid car available was a Toyota Prius.
BSc in Industrial Design · MSc in Strategic Product Design
Delft University of Technology
Key outtakes from this experience
Agree on a clear process together upfront. Have confidence -also when things get tough- that following it will deliver good results.
Unravel a complex context. Adopt a new perspective to a problem. And works towards a simple and elegant solution.
No challenge is too complex or daunting! At least, not when you assemble a team of clever, motivated people.
TU Delft and the Faculty of Industrial Design Engineering score high in international academic rankings. My time in college was pivotal, shaping me both career-wise and personally.
Head of Design · Head of Research
Tover · Utrecht · Netherlands
2018 · 2023
Key outtakes from this experience
Build and lead a team of eight A-players. Collaborate under pressure and achieve ambitious goals together.
Create an outstanding product-service-ecosystem. Use a wide range of digital technologies to create the ultimate user experience.
Raise a series-A investment.
The Tovertafel projects interactive games onto a table. It is co-designed together with the target group: seniors (with dementia), adults (with intellectual disabilities) and kids (in special education).
Innovation consultant · Partner
Sunidee · Amsterdam · Netherlands
2007 · 2017
Key outtakes from this experience
Maintain a constant high level of productivity. When a client pays by the hour, there is no time to slack off.
Quickly get up to speed in a new industry, company, and context.
Combine strategic and creative thinking, in order to achieve out-of-the-box and relevant solutions.
With innovation agency Sunidee we often conducted field research for clients. I've seen high tech forensic labs, huge production sites and tiny airstrips. Lift-off in 3-2-1-... (client: PAL-V)
Corporate Strategist · Marketing Manager
Connaught Motor Company · Coventry · UK
2005 · 2006
Key outtakes from this experience
I started as graduation student and got a job offer a month later. I loved my time at this automotive start-up in the Midlands (UK).
Got my MSc degree by working in the evening hours (even Cum Laude).
What astonished me most: one can actually design and build a car with a team of only 20 people!
Connaught is powered by a 2.0 litre hybrid-electric V10 engine. An incredible engineering feat, in a time when the only hybrid car available was a Toyota Prius.
BSc in Industrial Design · MSc in Strategic Product Design
Delft University of Technology
1998 · 2006
Key outtakes from this experience
Agree on a clear process together upfront. Have confidence -also when things get tough- that following it will deliver good results.
Unravel a complex context. Adopt a new perspective to a problem. And works towards a simple and elegant solution.
No challenge is too complex or daunting! At least, not when you assemble a team of clever, motivated people.
TU Delft and the Faculty of Industrial Design Engineering score high in international academic rankings. My time in college was pivotal, shaping me both career-wise and personally.
Head of Design · Head of Research
Tover · Utrecht · Netherlands
2018 · 2023
Key outtakes from this experience
Build and lead a team of eight A-players. Collaborate under pressure and achieve ambitious goals together.
Create an outstanding product-service-ecosystem. Use a wide range of digital technologies to create the ultimate user experience.
Raise a series-A investment.
The Tovertafel projects interactive games onto a table. It is co-designed together with the target group: seniors (with dementia), adults (with intellectual disabilities) and kids (in special education).
Innovation consultant · Partner
Sunidee · Amsterdam · Netherlands
2007 · 2017
Key outtakes from this experience
Maintain a constant high level of productivity. When a client pays by the hour, there is no time to slack off.
Quickly get up to speed in a new industry, company, and context.
Combine strategic and creative thinking, in order to achieve out-of-the-box and relevant solutions.
With innovation agency Sunidee we often conducted field research for clients. I've seen high tech forensic labs, huge production sites and tiny airstrips. Lift-off in 3-2-1-... (client: PAL-V)
Corporate Strategist · Marketing Manager
Connaught · Coventry · UK
2005 · 2006
Key outtakes from this experience
I started as graduation student and got a job offer a month later. I loved my time at this automotive start-up in the Midlands (UK).
Got my MSc degree by working in the evening hours (even Cum Laude).
What astonished me most: one can actually design and build a car with a team of only 20 people!
Connaught is powered by a 2.0 litre hybrid-electric V10 engine. An incredible engineering feat, in a time when the only hybrid car available was a Toyota Prius.
BSc in Industrial Design · MSc in Strategic Product Design
Delft University of Technology
1998 · 2006
Key outtakes from this experience
Agree on a clear process together upfront. Have confidence -also when things get tough- that following it will deliver good results.
Unravel a complex context. Adopt a new perspective to a problem. And works towards a simple and elegant solution.
No challenge is too complex or daunting! At least, not when you assemble a team of clever, motivated people.
TU Delft and the Faculty of Industrial Design Engineering score high in international academic rankings. My time in college was pivotal, shaping me both career-wise and personally.
Six superpowers
Some are talents, most are hard earned skills
Able to deal with complexity
Fast learner and quick thinker
Able to deal with complexity
Fast learner and quick thinker
Able to deal with complexity
Fast learner and quick thinker
Bring structure and focus
Ignore the noise. Hear the signal.
Bring structure and focus
Ignore the noise. Hear the signal.
Bring structure and focus
Ignore the noise. Hear the signal.
Maker skills
Let's create something!
Maker skills
Let's create something!
Maker skills
Let's create something!
Energy and positive attitude
Day in, day out.
Energy and positive attitude
Day in, day out.
Energy and positive attitude
Day in, day out.
Customer centric
Happy customer, thriving company.
Customer centric
Happy customer, thriving company.
Customer centric
Happy customer, thriving company.
Reliable
I deliver. Always.
Reliable
I deliver. Always.
Reliable
I deliver. Always.
Guiding principles
Guiding principles
At times, projects can get intricate. Especially when their nature is transformative or disruptive.
At times, projects can get intricate. Especially when their nature is transformative or disruptive.
The tougher the project, the more advantageous it is to lean on solid principles. These four beliefs steer me and offer support.
The tougher the project, the more advantageous it is to lean on solid principles. These four beliefs steer me and offer support.
Guiding principles
At times, projects can get intricate. Especially when their nature is transformative or disruptive.
The tougher the project, the more advantageous it is to lean on solid principles. These four beliefs steer me and offer support.
Vision is Leading
Customer is King
Cash is King (as well)
Build, Measure and Learn
Vision is Leading
Innovation entails change. And change is often met with hesitancy. Crafting a compelling vision serves as the cornerstone of successful innovation. I normally co-create this vision with a multidisciplinary team. This generates momentum and secures buy-in from key stakeholders. A good vision should set you apart from competitors. Embrance an original or even contrarian viewpoint to make it invaluable. There are already enough middle-of-the-road companies.
The vision is the cornerstone of a good project. One of my 'tricks': pay special attention to critical team members. They often reveal valuable insights into risks and hurdles.
Customer is King
If I learnt one thing at design school, it's that customer centricity is crucial when designing or improving a product or service. By focusing on customer needs, businesses ensure greater customer satisfaction and loyalty. Understanding customer insights helps tailor offerings, anticipate trends, and stay ahead of competitors. This will drive profitability and growth.
In business-to-business situations or more complex value chains, I always start with defining the key stakeholders. Subsequently I identify their most important needs and perceived barriers for purchase or use.
Cash is King (as well)
Many designers are very good at understanding and addressing customer pain points. I believe that our responsibility should extend further. We should meticulously identify the 'value drivers' - the key factors that make a product truly valuable to customers. And seamlessly incorporate these value drivers into our designs. A successful proposition goes beyond customer satisfaction. It includes a rock solid financial model that boosts company profitability.
Each proposition in the portfolio should contribute to healthy overall margins.
Build, Measure and Learn
Creating prototypes throughout the innovation process contributes to maximising speed while minimising waste and risk. I use prototypes early in the process to test assumptions, hypotheses, and minimum viable products (MVPs) quickly and cost-effectively. After all, the only people who can truly confirm if we're on the right track are your potential customers.
The iterative 'build-measure-learn' loop is a key model from The Lean Startup (Eric Ries). I value the combination 'fact based' and 'customer focused'.
Vision is Leading
Innovation entails change. And change is often met with hesitancy. Crafting a compelling vision serves as the cornerstone of successful innovation. I normally co-create this vision with a multidisciplinary team. This generates momentum and secures buy-in from key stakeholders. A good vision should set you apart from competitors. Embrance an original or even contrarian viewpoint to make it invaluable. There are already enough middle-of-the-road companies.
The vision is the cornerstone of a good project. One of my 'tricks': pay special attention to critical team members. They often reveal valuable insights into risks and hurdles.
Customer is King
If I learnt one thing at design school, it's that customer centricity is crucial when designing or improving a product or service. By focusing on customer needs, businesses ensure greater customer satisfaction and loyalty. Understanding customer insights helps tailor offerings, anticipate trends, and stay ahead of competitors. This will drive profitability and growth.
In business-to-business situations or more complex value chains, I always start with defining the key stakeholders. Subsequently I identify their most important needs and perceived barriers for purchase or use.
Cash is King (as well)
Many designers are very good at understanding and addressing customer pain points. I believe that our responsibility should extend further. We should meticulously identify the 'value drivers' - the key factors that make a product truly valuable to customers. And seamlessly incorporate these value drivers into our designs. A successful proposition goes beyond customer satisfaction. It includes a rock solid financial model that boosts company profitability.
Each proposition in the portfolio should contribute to healthy overall margins.
Build, Measure and Learn
Creating prototypes throughout the innovation process contributes to maximising speed while minimising waste and risk. I use prototypes early in the process to test assumptions, hypotheses, and minimum viable products (MVPs) quickly and cost-effectively. After all, the only people who can truly confirm if we're on the right track are your potential customers.
The iterative 'build-measure-learn' loop is a key model from The Lean Startup (Eric Ries). I value the combination 'fact based' and 'customer focused'.
Vision is Leading
Innovation entails change. And change is often met with hesitancy. Crafting a compelling vision serves as the cornerstone of successful innovation. I normally co-create this vision with a multidisciplinary team. This generates momentum and secures buy-in from key stakeholders. A good vision should set you apart from competitors. Embrance an original or even contrarian viewpoint to make it invaluable. There are already enough middle-of-the-road companies.
The vision is the cornerstone of a good project. One of my 'tricks': pay special attention to critical team members. They often reveal valuable insights into risks and hurdles.
Customer is King
If I learnt one thing at design school, it's that customer centricity is crucial when designing or improving a product or service. By focusing on customer needs, businesses ensure greater customer satisfaction and loyalty. Understanding customer insights helps tailor offerings, anticipate trends, and stay ahead of competitors. This will drive profitability and growth.
In business-to-business situations or more complex value chains, I always start with defining the key stakeholders. Subsequently I identify their most important needs and perceived barriers for purchase or use.
Cash is King (as well)
Many designers are very good at understanding and addressing customer pain points. I believe that our responsibility should extend further. We should meticulously identify the 'value drivers' - the key factors that make a product truly valuable to customers. And seamlessly incorporate these value drivers into our designs. A successful proposition goes beyond customer satisfaction. It includes a rock solid financial model that boosts company profitability.
Each proposition in the portfolio should contribute to healthy overall margins.
Build, Measure and Learn
Creating prototypes throughout the innovation process contributes to maximising speed while minimising waste and risk. I use prototypes early in the process to test assumptions, hypotheses, and minimum viable products (MVPs) quickly and cost-effectively. After all, the only people who can truly confirm if we're on the right track are your potential customers.
The iterative 'build-measure-learn' loop is a key model from The Lean Startup (Eric Ries). I value the combination 'fact based' and 'customer focused'.
Favourite reads
I love to read to stay fresh and inspired.
These are a few of my favourite business books.
And ..?
I look forward to turn your innovation challenge into a success story.
Let's create something wonderful together!
Get in touch
And ..?
I look forward to turn your innovation challenge into a success story.
Let's create something wonderful together!
Get in touch
Unravel
I help start-ups, scale-ups and ventures to grow their business by creating stronger product portfolios, innovative propositions and smoother customer experiences
Unravel
I help start-ups, scale-ups and ventures to grow their business by creating stronger product portfolios, innovative propositions and smoother customer experiences