Convertive Consultancy
Entrepreneur, strategist and sparring partner.
I help founders and executives make better decisions. Not by writing reports or throwing frameworks at them, but by operating at their level, asking the right questions, and being honest, especially when it's uncomfortable.
How I got here
My career has been a consistent thread of working at the intersection of commercial strategy and technology. At Happy Horizon, I worked as a strategic leader on complex digital projects, from e-commerce transformations and replatformings to SaaS go-to-market strategies. I've seen firsthand how organisations invest millions in digital solutions that are technically sound but don't deliver commercially. Not because the technology failed, but because nobody asked the right questions before the decision was made.
I saw that pattern repeat time and again. In mid-sized companies. In scale-ups. In organisations that looked great on paper but kept getting stuck on the same things: wrong assumptions, internal misalignment, and the absence of someone who understands both the boardroom and the dev team.
I started Convertive Consultancy from the conviction that the most value isn't in executing projects, but in asking the right questions before projects start. Over time, it became clear that the real impact lay in something else: an ongoing sparring relationship with the people who make the decisions. Founders. CEOs. Executives who make high-stakes choices every day and have too few people around them who are truly honest.
That's how the Executive Sparring Retainer was born, and it's now the core of what I do.
What you can expect from me
I understand both sides
I speak the language of the boardroom and the development floor. I understand why a CTO says something "can't just be done" and why a CCO thinks tech is moving too slowly. That ability to translate between both worlds is where I add the most value.
I've been in the trenches
I don't speak from models and theory. I've personally unstuck stalled projects, navigated complex stakeholder dynamics, and seen the consequences of decisions made too late or on the wrong grounds.
I'm radically independent
I don't sell software. I have no partnerships with implementation agencies. I have no hidden agenda. That means I can always say what I really think, even when it's not what you want to hear.
I'm direct
I don't beat around the bush. If I think you're heading in the wrong direction, I'll say so. If I think your problem lies somewhere different than you assume, I'll say that too. Not to be right, but because you'll ultimately benefit more from that than from someone who nods along politely.
What I believe
I believe most strategic mistakes don't stem from a lack of knowledge, but from a lack of pushback. That founders don't get less capable as their company grows, but lonelier. That the best decisions are born in conversation, not in spreadsheets. And that a good sparring partner isn't someone who gives answers, but someone who asks better questions.
That's why I don't write reports that end up in a drawer. I don't build frameworks that look nice but change nothing. I engage in conversation. Direct, honest, and with just one goal: that you're sharper at the end of our conversation than before.
Outside of work
Inspiration is everywhere, if you make the space for it. For me, that space is our farmhouse in Maarheeze. Together with Sandra, our dogs, ponies, cat and chickens, I enjoy the quiet of the Brabant countryside and working with my hands. I bring that same groundedness to every conversation about strategy and leadership. The best insights rarely emerge behind a desk. That's why I'm creating the opportunity to host founders and executives here for strategic sessions. Away from the daily noise, the packed calendar and the screen. Space to think clearly about the things that truly matter. More on this soon.
Let's meet
I only work with leaders who are serious about change. Ready?