Bolletje

Bolletje is originally a family business from Twente in the Netherlands, a region of the country with its very own rural mentality.

Rob Willemsen was the director responsible for product development and marketing during the Become Program. Rob is from Twente himself and wanted to embed the intrinsic Twente DNA of Bolletje deeper into the company and its product innovation. In other words, he wanted to move away from 20th century process thinking and towards 21st century purpose thinking where the intrinsic DNA, and therefore the intrinsic purpose of the company, is the starting point.

Rob hired a renowned Become Facilitator and began a Become program with a small group of colleagues. During the program, even the family that founded the business was invited to really get a good sense of the intrinsic DNA of the business.

All Become programs are always initially a search for the true DNA of the founders. After all, that is the natural and intrinsic DNA of the company. That DNA also always naturally contains the intrinsic purpose. In the old industrial process thinking the DNA of a business is figured out, in the new 21st century purpose thinking the DNA of the business is found. A crucial difference to which the Become Framework is fully aligned. Once the intrinsic DNA and thus the intrinsic purpose of Bolletje was found, the strategy for the next five years was then established and the corresponding objectives were translated into corresponding goals, tactics KPIs and initiatives. A Become Activator was then hired to assist the project leaders internally in project-based realization of the initiatives.

Before the Become program, Bolletje was the 53rd most popular brand in the Netherlands, within a year of the program, they moved up to 6th position.