I challenge organizations to be less about ads and more about acts.
For years, I’ve helped brands like KLM, Nike, and IKEA rethink customer relationships—not through more marketing, but through meaningful experiences. Drawing from design thinking, agile, and service design, I focus on making real change happen.
I believe in simplicity over complexity, action over endless meetings, and experiences over empty promises. If that resonates, let’s talk.
In November 2015, I almost died of a kidney rupture and a lung infection. It was an experience that changed my outlook on life profoundly.
First of all, I decided to live more with intent. To make as many beautiful memories as possible. By spending more quality time with my family, by exploring the world, and by actively chasing adventures. Adventures aren’t behind iPad or mobile screens, but by dancing in the rain, getting lost in a city you know, and building blanket fortresses with your kids.
Same for my work life. I decided to make my professional environment, an environment I truly love. To actively try and make meetings fun. I started doing fewer meetings and more doings. Fewer PowerPoints, more doing stuff. And even more than before, I am obsessed with changing companies to be less about ads and more about acts.
Secondly, I became very passionate about making the most out of every situation. Making the most out of brands and organisations, out of teams, out of people. Because if we only have finite time and resources, why not make the most out of it; have the most fun and impact possible?
I’ve had the privilege of working with some amazing global brands that don’t just talk about change—they do make it happen.
I made a career out of it in which I try to learn about companies and their customers. And try to bridge the gaps between them. By inspiring the companies to change. By creating plans and strategies to bring this change into practice. By engaging and communicating this within these organizations. Because I think we can and have to be better. We need to change to be less about ads and more about acts.
I have always acted at the forefront of digital and technological developments. Over the years, I have been combining that with the strategic development of these brands and organizations.
The last few years have been mainly about building global (digital) strategies and plans, building support and traction within the organizations (including supervisory board preparations and business cases), and engaging the organizations in the change (employee sessions, workshops, facilitation).
As a logical evolution, I have started doing more focused coaching and facilitation projects geared towards improving the ways of working within the organizations I was working for.
I’ve had the privilege of working with some amazing global brands that don’t just talk about change—they do make it happen.
The more I learn, the more I realize how much there is left to explore. That’s why I make learning a daily habit—not as an obligation, but as a way to stay curious, challenge assumptions, and keep evolving.
I apply this mindset in structured ways: ongoing training and certifications, peer review sessions, mentoring, and dedicated time for new challenges. I take on projects outside my comfort zone, explore different schools of thought like IDEO, Liberating Structures, and Agile coaching, and push myself to improve how I work, teach, and facilitate.
It also spills over into my private life, where I became comfortable in seeking uncomfortable situations – whether it is visiting new countries and cultures or in exploring remote areas of the world on foot, from Greenland to the Jordan desert.
Because real change, whether personal or professional, doesn’t happen overnight. It happens in the small, continuous steps we take every day.
LEGO Serious Play
Liberating structures
Hyper Island
Agile / SCRUM
IDEO
Horse sense
I chase memorable experiences, so I travel a lot. Over 85 countries. Some years more than 250 nights away from home. Part business. Part long hikes in remote places. Part time with my kids, Ella and Gust.
But the real shift was not the miles. It was the mindset. I try to travel omakase style, the art of letting go of expectations. When you stop planning every detail, you see more. You meet people you did not expect. You find places that never make the guides.
I strongly believe that if you travel with an open mind, when you leave your expectations at home, you experience more. It shapes how I explore the world and how I work. Ready and resilient for whatever shows up. That is the thinking behind my travel blog, omakas.es.
The Japanese habit of omakase (お任せ) when you’re ordering at a restaurant pretty much means, “I’ll leave it up to you”, inviting the chef to be innovative and surprising in the selection of dishes. I try to do it in every city I visit and apply the idea behind everything from how I pick my runs, how I pick my food, how I plan activities with my kids, how I explore cities, and how I travel in general.
Koman lake view in Albania
Koman lake view in Albania
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View from my hotel in Malta
View from my hotel in Malta
View near my hotel in Seoul
View near my hotel in Seoul
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The best brands don’t just communicate; they act. I help organizations rethink how they behave and engage with customers by creating meaningful experiences. Curious?