These pages are not just any collection of thoughts on tech leadership. They’re a call to action—for business leaders, entrepreneurs, and changemakers who believe that technology should serve something greater than profit. I’m here to help scale solutions that accelerate the Circular Economy. But before we dive into that mission, let me share how I got here.
A Glacier, a Chicken, and a 450-Year-Old Tree
The turning point wasn’t one moment—it was many.
I stood in Norway, watching a glacier melt slowly into the sea. Nature, vast and ancient, felt heartbreakingly fragile. Back home in the Netherlands, I heard a news report warning people not to eat eggs from their own backyard chickens—too much PFAS in the soil, in the feed, in the food. And then, one day, I found myself in front of a tree that had stood for 450 years. Just standing there. Surviving. The idea that preservation could be powerful hit me like a freight train.
These moments stitched together a deeper truth: our systems are broken, and our technology—if used right—can help fix them.
Not a Developer, But a Designer of Change
My journey in tech started in September 2001, on day one of my first job at a big consulting firm. I was hired as a developer, but I quickly realized that my strength wasn’t in writing code—it was in designing solutions. I thrived when I could talk to people, understand their goals, and shape technology around real human needs.
That early experience taught me two things:
- First, that understanding the nuts and bolts of tech makes you a better leader.
- Second, that innovation isn’t just about what’s possible—it’s about what’s meaningful.
Not an Employee, But an Entrepreneurial Contrarian
Even before I entered the tech world, I knew I wasn’t built to follow orders blindly. Authority, to me, should be earned—not assumed. That mindset shaped my early career and eventually led me to start my own business. I didn’t want to be a freelance consultant—I wanted to build something that mattered.
But I’ll be honest: I wasn’t a saint. I chased growth. I bought the SUV. I indulged in the perks. And for a while, I lost sight of the bigger picture.
Not Happy With What I Saw
As my experience grew, so did my discomfort. I saw how tech was being used to optimize profit at the expense of people and planet. I read everything I could—on sustainability, on global development, on systems thinking. I tried to steer my own firm toward impact, but the market wasn’t ready. Clients balked when I refused to work with polluters. Colleagues resisted when I challenged the company car culture.
And globally? Progress was slow. Climate agreements were signed but not enforced. Big Tech, instead of leading the charge, got tangled in privacy scandals and profit games.
Not Giving Up
So I pivoted. I started working with entrepreneurs who wanted to build differently. I helped start-ups refine their lean models. I supported scale-ups in standardizing for sustainable growth. I advised larger firms on how to embed impact into their operations.
And I realized something: the Circular Economy isn’t just a theory—it’s a blueprint for resilience. But it needs digital acceleration. It needs smart systems, traceable flows, and scalable platforms. That’s where I come in.
Just Some Dude at the Technology Frontier
I’m not here to preach. I’m here to build. To collaborate. To help leaders like you turn circular ambition into operational reality.
Because when I look around, I see a world full of potential—and full of urgency. The economy we’ve built is fragile. The planet we rely on is under pressure. But the tools we’ve created—digital platforms, data systems, automation—can help us shift course.
So I put on my boots, pull my hat low, and ride out to the frontier. Not to conquer it, but to cultivate it. To help tech serve regeneration, not extraction. To help business become a force for preservation, not depletion.
Let’s build that future together.
