Change that doesn't start at the top | BrabantZorg

Real change begins when people can see themselves in the future. For a large organization like BrabantZorg, a top-down rollout of a new vision was never the objective. The challenge was to set a course that didn't just look good on paper but was truly felt as their own story by thousands of healthcare professionals, support teams, and clients. In a sector undergoing major transitions, BrabantZorg sought a way to remain resilient and agile without losing its human core.

Our journey together: a shared journey of discovery

Together with BrabantZorg, we embarked on a journey of discovery throughout the entire organization. We brought together people from every corner: from frontline caregivers to leadership, and from support services to the client council. Using our science-based and playful approach, we listened to daily experiences and brought to the surface what already provides strength.

Through the 23plusone emotive methodology, we gave words to dreams that previously had no language. "Because this story was built together with us, we recognize ourselves in it immediately. It doesn't feel like a mandate from management, but like a shared promise," said one of the staff members we worked with. This resulted in a narrative unmistakably rooted in daily practice.

The transformation: a compass for every day

The result is far more than a text; it has become a shared language that helps teams make clear choices every day. Supported by a multi-year communication strategy, BrabantZorg can now lead the transition in elderly care with clarity and genuine concern.

When you prioritize intrinsic motivation, you transform an organization from a system into a living community. It proves that purpose and performance strengthen each other when an entire organization commits to a single shared belief. BrabantZorg is now ready for the future, carried by many hands and one heart.