My journey has taken me from a bicycle design studio to startups, from founding teams to executive boardrooms, across Europe and the US. It’s been anything but linear — and that’s exactly what makes it valuable for my customers.

Working across industries, technologies, and business models has shaped how I approach innovation today: with curiosity, pragmatism, and a strong focus on outcomes. I’m at my best when tackling complex challenges where the answer isn’t obvious yet.

Everything I do starts with people — understanding what users, customers, and stakeholders actually need, not just what the brief assumes they need. That human-centred perspective helps uncover the real problem and create solutions where user value, business value, and technology come together.

I don’t lead with methodology. I lead with experience. That experience shaped the Meaningful Innovation Framework — developed through years of experimentation, pioneering work in service design and lean innovation, and a collaboration with TU Delft that brought together intuition, practical experience, and proven practices into one coherent approach. The framework has supported both corporate teams and startups in turning ideas into strategies, roadmaps, tangible outcomes, and lasting organizational change.

The playbook includes a selection tree that helps identify the most relevant tools and starting points based on your context and the maturity of your challenge.

Not every step is required — the framework provides structure and direction while helping you navigate the most effective path toward meaningful outcomes.