Innovation Week 2025
Every summer we reserve a week to step away from the daily grind. A week without deadlines or clients. Instead filled with reflection, experiments, and a lot of fun. It’s how we realign and refuel for what is to come — as a business and as individuals.
This year’s result was simple, yet transformative:
From brand to the people.
Our recent Innovation Week reaffirmed our belief that people are the brand. We’re now accelerating our path forward: empowering people means strengthening brands. This means democratizing strategy and co-creating with the teams we work with to fuel a positive, meaningful culture. By uniting brand and culture, we help organizations move from internal friction to genuine flow.
We’re passionate about building cultures where people don’t just survive, but thrive. And we know that embracing technology isn’t optional. It’s necessary if we want to grow our impact and make the journey one where clients actively shape their future. This is how we will continue to build next better, together.
Human by human, team by team, brand by brand.
Shout out to the people making it possible:
Victor Silvis, Kim Cramer, Nathalie van ’t Klooster, Ivo Grupping, Alexander Koene, Alice Muurlink, Benjo van den Boogaard, Daniel Cohen Stuart, Abas Adi, Kiki Hartmann, Lewis Jansen, Ming Koene, Olivier van Veen, Fried-Jan van den Eerenbeemt, Sinyo Koene, Nick den Hartog, Ingmar de Lange, Ayu Koene.
Here’s what the week taught us. Day by day:
Reflect
The future starts by looking back. From emotive branding to becoming a B Corp, our story is built on depth over speed. Our desire? To scale impact by leading with both creativity and courage.
Grow
AI is here to stay. With Gaide we learned: it’s not about replacing people, but empowering them. Tech is only as strong as the humans guiding it.
Challenge
Creativity is our strength, but ambition deserves more space. To create bigger impact for clients — and for ourselves — we need to pair warmth with boldness, and lead with both.
Connect
Nature runs in cycles, and so do we. Time in the dunes reminded us that pausing isn’t the opposite of progress — it’s what makes it sustainable.
Experiment
We ended by recording our first podcast. Messy, sincere, unfinished — and exactly how we grow. It’s about daring to try!