What our clients have to say:

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 View case

“We did a Become Program to find and activate the purpose of Unilever in the Benelux, connect it to the overall purpose of Unilever Globally and further optimize our operations. We also continue to use the Become Framework to fine-tune and optimize our brands. The very fact that we use the Become Framework canvases for the most important parts of our business says it all. The Become Framework is a refined, yet simple approach that works wonders.”

Conny Braams | Chief Digital And Marketing Officer Unilever Leadership Executive View case

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 case

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 View case

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 View case

“If there are elements within our business that need to be optimized, or where change is desirable, we use the Become Framework. It’s that simple!

Hong Liem | Commercial Director Walt Disney Benelux View case

“We hired a Become Purpose Strategist to run a Become Program for us. We wanted to find the purpose of our company and turn that into an accompanying strategy and effective culture change. We did the program with 30 managers and achieved amazing results. In the first year after the program, both top and bottomline went up through the roof!”

Peter Verhagen | CEO Sonneveld Bakery Solutions View case

“We did a Becoming Program with our regional managers to improve our customer intimacy. They were truly challenged and the results were radically streamlining and accelerating our sales efforts.

Paul Verheul | COO Van Oord Marine Ingenuity

“We have completed a Becoming Program for our ice cream brand Hertog, which resulted in a unique experience, even for our experienced marketeers. The intrinsic why of the brand was uncovered. The purpose. We discovered that our brand became removed from its original passion throughout the years. And we realized how this happened. As a marketeer subject to the pressure of market conditions, you operate the whole day in the what rather than the how and why. This was a pivotal insight that we gained during the Becoming Program. Going on this insight, we found Hertog’s permanent and intrinsic why and how that now forms the permanent directive in everything that we do with the brand.”

Sebastien Deneux | Senior brand development manager Unilever

“Robijn is the leading brand of detergent, softener and fragrance sticks in the Netherlands. We did a Becoming Program to find and formulate the intrinsic why or purpose of the brand and turn that into the right strategy and the right advertising on all levels. The Becoming Framework approach is a great way to organize your brand in the right logical levels leading to a very specific identity with which advertising agencies can work. It aids in the sharpening of advertisements by testing against target-specific archetypal needs.”

Erik Liebe | Marketing Manager Laundry Unilever

“Omo is one of the oldest detergent brands in the world. In our Becoming Program we went back to the roots of the brand and found its archetypal purpose which led to a much sharper and deeper brand positioning. The Becoming Framework® approach was of great help. It accelerates the work to be done and deepens the positioning of your brand. Advertising is drastically sharpened.”

Erik Liebe | Marketing Manager Laundry Unilever

“A few years ago I met Eric Bartels, researcher, author and CEO of Become. For almost 20 years, Eric has been researching the behavior of purpose-driven companies, and has not only written three books about it but also developed a unique methodology together with his research team, called the Becoming Framework. I realized that this approach could lift us to a whole new level, not only because it is much faster and more effective than anything we had done before, but also because there is full ownership among employees and you see real improvements in daily operations, including unprecedented sales increases. And that’s exactly what it did for us. Truly unique!  A Become Program is a workshop-based approach I can honestly recommend to everyone.”

Frits van Eerd | CEO Jumbo Supermarkten View case

“We did a nearly two-year Become Program 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 View case

“We employed a Become Framework program to strengthen our brand. Before the Become program, we were the 53rd most popular brand in the Netherlands, within a year of the program, we moved up to 6th position. That actually speaks volumes about the success of the Become program.

Rob Willemsen | CCO Bolletje View case

“We ran a Become Program to streamline our fast growing organization. Its has led to a profound positive change in our company.”


Alex Goldblum | CEO Eurofiber