About
Someone who gets the room to choose, and then doesn't disappear.
You are looking for someone who gets a room to choose and then doesn't disappear. That is what I do.
I design and lead the sessions where boards and teams decide what to build, and I make sure something happens afterwards: a plan with owners, a prototype that runs, a team that can carry on by itself. Over a hundred workshops, for Shell, Vodafone, Miele, NMBS and ANWB among others. Twenty years in digital: strategy, design and facilitation. Independent since June 2026, based in Antwerp.
What I bring
What I bring
I have run an agency myself, so I know what you go through as a client: good work is not enough if nobody decided beforehand why it is being made. Since 2017 I make strategy with the people who have to carry it, not for them. That became my trade, over a hundred sessions later. And since 2024 most of the work is about AI, where the same thing holds: the roadmap always arrives, what happens afterwards is the work. That is why I build the first prototype myself, in the session, and make sure your team can take it from there without me.
What I am good at
What I am good at
Getting a room to choose
Decision-makers and the people who do the work prioritise together, with voting rounds and an outcome on paper before anyone goes home.
From strategy to something you can click
A decision becomes a clickable prototype during or right after the session, without a design or development team. So you see what you are saying yes to.
The step after
Owners per initiative, an order, and a team that can do it themselves. I stay until something is running.
Convictions
Five convictions, and where they come from
- 01
Strategy is made with the client, not for the client.
Emakina, 2017. The first workshop with post-its and a decision-maker at the table, after which every book on strategy fell into place.
- 02
The roadmap was never the problem. What happens afterwards is.
Belfius, 2019. A good session, a report, and then silence, because I had not brought the stakeholders along. Seen again later at a theme park group and a Dutch holding company.
- 03
Without a decision-maker at the table it is not a workshop, it is a meeting.
A theme park and resort group, 2024. Everything that needed a decision across departments stalled the moment the decision-maker was not in the room. Since then the decision-maker is part of the scope.
- 04
Test before you build.
Diageo, 2018, and Kom op tegen Kanker, 2023. Validating concepts with users, and daring to advise not to build yet.
- 05
Enable first, build second.
A Dutch holding company and NMBS, 2026. The most AI-ready team I came across still got stuck because nobody could make anything. A team that can do it themselves is faster and cheaper than custom work from an agency.
Designing
What I keep from designing
I designed UX and UI for years, until 2019. Because of that I translate strategy into design and prototype myself, and I direct the design teams that take it further.