Culture and organisational development
Change from within
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Culture and organisational development
Organisations do not change because the plan is right. They change because people start working differently, and that rarely begins where the programme begins. What actually happens is decided by the culture: the unwritten rules about what you can say, who is heard and what happens to dissent.
Do you recognise this?
We designed the transformation carefully. The structure is sound, the workflows are in place. But the movement we had in mind is not yet there.
We have defined the values and run the culture programmes. But if I look honestly at what is said once the meeting is over, little has changed.
The culture works against us. Not openly, but in the way people wait, withhold information and pass responsibility along.
Change rarely fails because people mean badly. It more often runs aground on impurity: a brief that is too broad, a mandate that does not fit, a story that shifts from layer to layer. The undercurrent then steers along unnoticed. That is not resistance; it is information.
I guide boards and management through culture development and transformations that connect the surface and the undercurrent. Not a programme beside the line, but development within it.
Reading the culture
Culture is the sum of what has become normal. Not the values on the website, but what happens when things get tense and no one is watching. It does not change through a campaign or a new code of conduct. It changes when leaders behave consistently differently and the structure makes that new behaviour possible.
That begins with looking closely. What are the dominant ways of relating, where is the friction, which themes are circled again and again without a breakthrough? Then we name what is at play and make it workable. Culture change is not a project with an end date, but an ongoing process of small, consistent shifts.
"The unspoken became discussable, and it was unmistakably about us." CEO
Designing the transformation
A good change programme is not a blueprint. It is a rhythm that helps the organisation carry tension and hold direction. Design is precision work: what must come first, what can come later, where are the levers, and how do we make learning part of execution? In many transformations the first lever lies not in structure, but in governance and leadership.
"No report, but a diagnosis that fit, and interventions that made an immediate difference." Programme manager, organisational development
Realising the transformation
The design is the beginning. Realisation is where change becomes reality, or quietly falls back into the old. That is where most transformations run aground, not because the plan is unsound, but because under pressure the organisation falls back on what it knows. I work in execution itself, present at the moments that matter, and help the organisation find a rhythm in which working and learning coincide.
"The noise in decision-making visibly decreased. We became more consistent." CHRO, industrial group
Psychodynamic. Culture and change are largely unconscious. I work with the undercurrent: what goes unsaid, what is protected, and what must change to make honesty structurally possible?
Systemic. Culture is always tied to structure, mandate and governance. I look at both: what people say, and what the design of the system makes possible or rules out.
Human-AI. Technology writes culture too. What we measure, reward and make visible through systems and dashboards shapes what becomes normal.
What went unspoken becomes discussable. Change is carried within the line, not beside it.
Publications on this theme
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22 September 2026
The Difference Between Artificial and Creative. And Why I'd Rather Not Have Known.Generative AI is remarkably good at combining and exploring, but breaking a frame of thought remains human work. A personal essay on the role of doubt in creativity, and what it asks of leaders who let AI write alongside them.
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1 September 2026
When an Algorithm Learns to ListenJenny is an AI-driven companion, built by a father for the moments when carers and family are not there. What works, what does not, and under which conditions AI in care can be responsible.
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25 August 2026
Why Leadership Matters All the More in the Age of AIAfter the joke in the team meeting came a silence that lasted just a little too long. Beneath it lies not a question about technology but one about value and purpose. An essay by René de Baaij and Auke de Jongh.
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14 July 2026
AI Leadership: Why the Black Box Calls for a Different Kind of LeadershipManagement organizes; leadership gives meaning. With AI as an accelerator, organizations move from convergent to divergent work, and that takes the nerve to say: I don't know either, but we will get through this together.
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23 February 2026
Towards an AI Compass on One PageNo technical blueprint, no legal document, no marketing story, but a clear set of choices. The close of a series on implementing AI without losing yourself.
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21 February 2026
AI Does Not Change People into a Different SpeciesThe screen lights up before the meeting room fills. Someone sighs with relief, someone else frowns. In those microreactions lies the whole field exposed: AI as promise, as threat, as mirror.