Is Your Business Following The Market, Or Making It?
Transform Your Business From Reactive Tactics Dictated By Market Conditions To Strategic Leadership Grounded In Its Unique DNA And Purpose – From Market Slaving To Market Making.
Become Alliance
At the heart of transforming your business from market slaving to market making lies a groundbreaking mindset shift—one that Steve Jobs was the first to master and act upon.
Through 20 years of research, including in-depth interviews with 500 CEOs and entrepreneurs, our co-founder, Eric Bartels, uncovered the secret behind Apple’s extraordinary success. Their breakthrough: moving from tactical-reactive leadership dictated by market conditions to strategic-visionary leadership rooted entirely in the company’s unique DNA and purpose—a fundamentally different mindset from the industrial age.
These are the two fundamentally opposing mindsets:
- Makeability: This classic industrial-age mindset assumes that businesses can be shaped solely by human will. It focuses on reacting tactically to market trends, striving for efficiency above all, with the mantra: “We give people what they think they want as efficiently as possible to maximize profit.” Eric Bartels calls this the Henry Ford Mindset, inspired by the industrialist who invented the assembly line. Today, 95% of businesses worldwide still think and work this way.
- Becomeability: This emerging 21st-century mindset mirrors nature’s process of DNA actualization—like an acorn growing into a mighty oak. It aligns a company’s intrinsic DNA and purpose with market trends to create entirely new markets and opportunities. Its mantra: “We are artisans, creating exceptional products we love—delivering value people never knew they needed.” Bartels calls this the Stradivarius Mindset, inspired by the master craftsmanship of renowned violin artisan Antoni Stradivarius.
In 1976, Steve Jobs and Apple became the first to embrace this Stradivarius Mindset by grounding their business decisions in their unique DNA and purpose, rather than reacting to market pressures. This alignment of intrinsic purpose with market opportunity propelled Apple to unprecedented heights, transforming it into the world’s most valuable company.
Why This Matters To You:
This revolutionary shift—moving from tactical-reactive to strategic-visionary leadership—empowered Apple to make markets rather than follow them. It’s the same principle that can transform your business today. Ready to unlock your company’s unique DNA and purpose? Let us guide you.
“We implemented the Become Framework through a Become Program with a leadership coalition of 90 participants. A unique program that worked out even better than we expected. It created great ownership within the organization and met all the objectives we had set and more. Absolutely unique!”
Leo Oosterveer | CEO Unilever Food solutions
Read caseThe tools that allow you to start using the Become Framework®
“We used the Become Framework to streamline our business-to-business operations in the Benelux and we loved it's approach as it helps you see your organization in a different light. It is as unconventional as it is effective.”
Ton van Garderen | General Manager Apple Benelux
View caseHow to apply the Become Framework®
Simply apply the Become Framework® in your business yourself by taking the necessary Become Courses™ and purchasing the necessary Become tools to then transform your business into a purpose-driven entity.
Engage a Become Purpose Strategist™ trained and certified by us who can organize, coordinate and facilitate the necessary Become Programs for you to transform your business into a purpose-driven entity.
Become a Become Purpose Strategist™ helping your clients become thriving purpose-driven businesses with better business results, a more creative work-environment, and intrinsically motivated employees.
Become a Become Service Partner™ by doing the Become Framework Introduction Course™ and aligning your own business services with the Become Framework methodology for Become Framework using clients.
Some Become Framework® Users
Over the past 15 years, more and more brands and corporations have started using the Become Framework®. During that time, the Become Framework® evolved into the all-encompassing system it is today. In the beginning, it was a closed system that we introduced ourselves at our multinational clients. Since this year, we have made the Become Framework® available to everyone and it can be applied both by businesses themselves and by independent consultants applying it at their clients.
Check the cases“In the old days we used to hire traditional consultants or other specialists when we had a problem that needed to be fixed. The Become Framework approach, especially in the hands of a Become Purpose Strategist™, works differently. It takes advantage of the knowledge and expertise present in the company and channels that to optimize the business. In this way, you as an enterprise become your own consultancy. It is a unique, systematic and highly effective approach that I truly recommend.”
Gaby Vreeken | Marketing Director Bayer Consumer Care
Read caseSee some of our success stories
“Something unexpected happened when we started using the Become Framework®. We had expected our customer satisfaction rate and revenue to go up, but we also thought we would have to spend more money to achieve that. Our ratings did go up, but operating expenses actually decreased. And there were more unexpected changes: profit and employee motivation went through the roof, product innovation accelerated and absenteeism went down. We have never seen changes like that!”
Johan Buigholt | Strategy Officer Univé
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The Become Trilogy – The Blueprint for 21st Century Business Success
Set to launch in 2025, this trilogy marks Become co-founder Eric HJ Bartels’ first English-language work. Based on 20 years of research with 500 global business leaders, it integrates scientific and philosophical insights from visionaries like Hegel, Maslow, Deci, Chomsky, Rogers, and Csikszentmihalyi to reveal the radical shift reshaping business today. Be A Steve (And Build Your Own Apple) – The flagship book that uncovers how Apple, Amazon, and NVIDIA think and operate—and how you can apply the same methodology. Welcome to the Beconomy (How the 21st Century Business Revolution is Redefining Success—And How You Can Be Part of It) – The research behind why the 21st-century economy demands a new mindset and how businesses must adapt. The Become Framework® In Action (A Step-by-Step Guide to Implementing the 21st Century Success Methodology in Your Business ) – The practical step-by-step guide to implementing The Become Framework® and transforming your business for the future. This trilogy is your roadmap to leading in the 21st-century economy.
Get the book"We did a nearly two-year Become Program implementing the Become Framework® under the guidance of a renowned Become Purpose Strategist, transforming from a typical industrial potato products manufacturer to a true purpose- and value-driven brand, offering elegantly simple potato enjoyment. An incredible achievement that proves the tremendous power of the Become Framework and Program."
Lorenzo Gardelli | Vice-President Product Studio Lamb Weston
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About our founder
Eric HJ Bartels is a well-known Dutch serial entrepreneur as well as a philosopher, researcher and author. Eric started the world's first Internet store Shopnet in 1988, the first electronic marketplace TransOpen in 1992 and the first multichannel communications agency MagicMinds in 1997. His books, based on 20 years of sound scientific research, describe the philosophy and social movement behind the Become Framework®, as well as the unique behaviors of give-mindset driven purpose leaders and businesses like Steve Jobs and Apple, but also smaller, highly innovative companies like StackBlitz, Linktree and Adalo. Eric advises high-profile CEOs and politicians and regularly gives lectures in Europe, England and the United States. He also appears regularly on the front pages of well-known Dutch papers and magazines.
Learn more about Eric