This quote by Albert Einstein is truer than ever. Our beliefs and thinking are all based on the industrial age of functionality and linear thinking. Based on that thinking, we organize our companies, create brands and use advertising agencies and consultancies to help us. But the world has changed. Functional, linear thinking is being replaced by holistic, systemic thinking. Product sellers are being replaced by storytellers. Purpose-driven, systemic companies & brands radically outperform their traditional counterparts. These purpose-driven storytellers beat their functional competitors by a landslide. We offer you a unique opportunity to turn your company or brand into a high-performance motivational story, significantly reducing your advertising & consultancy costs.

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In short: we help you find your brand or company’s purpose and turn that into a corresponding strategy that manifests coherently in reality and tactical planning. We can also help you with implementation. We use the unique Purpose-led Business Modeling™ Method and Canvas developed by our sister organization WhyToWork Purpose Methods. This PBM® Method and Canvas is based on 12 years of research into the behavior of purpose-led ultra-performing companies and brands. Using a brainstorming-based program format, we take your leadership coalition through the 30 steps that make up the PBM® Canvas, from DNA to Why, How, Who, Where and When.

The PBM® Method operates on both a functional and behavioral level. The program’s output is twofold; a canvas showing your DNA, purpose, business model, strategy, communication and organization manifestation, and tactical plans, and the necessary changes in thinking and behavior to facilitate operating as a purpose-driven, holistic and systemic ultra-performer.


According to Harvard Professor Cynthia Montgomery, “purpose is the unique value your firm brings to the world. It is the pulsing heartbeat of your strategy – the grand pronouncement of who you are and why you matter”. Within that vision, purpose and strategy are intrinsic, permanent guidelines for the organization. However, in 98% of businesses there is no real intrinsic purpose or strategy that guides the business in everything they do. There are ‘missions’, ‘brand values’ and so-called ‘strategies’, but they change every two to five years. No grounding, no anchor, no guiding light. Just a lot of well-intended opportunism. This is true even for very successful companies. Meanwhile, advertising agencies and consultancies have a field day in this atmosphere of opportunism. The less permanent the guidance, the more unnecessary changes occur. And more unnecessary changes lead to more work for advertising agencies and consultancies. There is an alternative though. Find your purpose and create a strategy out of that purpose. Then organize your business around these permanent elements. You will see a completely different environment with far less opportunism, more passion, more revenue and a 50-90% reduction in advertising & consultancy costs.


Our company’s mission is based on the firm belief that all the resources necessary for success are already available in every human being. And that all knowledge and knowhow is already available in every company and brand. You don’t need external people to tell you what to do. What you do need, though, is a viable approach to leverage all that knowledge and knowhow. There is an old Zenbuddhist saying: “We don’t know who discovered water, but we do know it wasn’t a fish.” If you swim in water, you simply don’t see it. You need someone on the shore to point out the water for you. That’s us.

The Purpose-led Business Modeling™ Method is essentially a mining tool helping you leverage all the knowledge and knowhow in your brand or company to find your purpose and turn that into strategy, manifestation and tactics. It is a mining tool with the ability to change beliefs, thinking and behavior, and to regenerate your brand or company and create the best possible version of it. We are highly experienced senior strategists and true masters of the PBM® Methodology.


To achieve the aforementioned goals, functional and behavioral change is necessary. According to professor John Kotter, a world-renowned expert in change management, full ownership on the part of participants as well as the organization is crucial. That is the rationale behind our our PBM® Programs, a workshop and assignment-based format. You select 10-100 participants to form a coalition of formal and informal leaders to take part in the program. These participants select a support team of 10-30 people that do not participate in the workshop days, instead working on the assignments with the participant between workshops. This creates a base of 100-1000 participants for organizational change and brand or company-wide ownership.

The PBM® Programs have a lead time of 1-6 months, including 4-15 workshop days, several participant assignments, full and continuous support from the PBM® Change Agent leading the program and creative work by the PBM® Change Agent and his creative support team.

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Traditionally, in business, there is no purpose and no real strategy. No permanent guiding light, no constant framework providing a standard for all company or brand operations. If you look at the Why-How-What-Where & When model, you will see that 98% of all firms only work in the where-when. Everything is about opportunism, and we don’t even mean that in the negative sense of the word. According to Professor Montgomery, “many leaders haven’t thought about their own strategies in a very deep way. They find it extremely difficult to identify why their companies exist. If leaders aren’t clear about this, imagine the confusion three to four layers lower in their businesses. The answer, I believe, begins with purpose.”

Therefore, our approach covers the following steps: (1) DNA (your potential), (2) Why (your purpose), (3) How (your business model), (4) Who (your manifestation in reality) and (5) Where/When (tactics). Purpose and Business Model form your strategy. Go to to see all 30 steps within this framework.


The Manifestation (Who) phase contains two output elements: (1) communication manifestation and (2) organization manifestation. Communication manifestation is the way your company or brand presents itself to the outside world. It translates the PBM® Canvas into a tangible communication concept. This is not the same as a creative concept as defined by advertising agencies.  A communication concept is the message you want to convey to the world, including tone of voice and visual implications. Advertising agencies come up with creative ideas based on this communication concept. As most companies and brands don’t know their purpose, they instinctively leave the communication and creative concepts to their advertising agencies, resulting in ever-changing brand positions and communication.

The organization manifestation is the effect your Why and How have on your organization, the translation of the Why and How into the way departments work and how cross-department collaboration takes effect.


So, you’ve got your company or brand canvas. What now? Well, there are three tasks left to complete: (1) see to it that your advertising agencies keep communicating the right purpose-driven message, (2) make sure your consultancies operate within the PBM® Canvas framework and (3) manage execution of the tactical plans that arose from the PBM® Program. You can do all three of these things alone, or you can let us use our years of experience to help you.

Our PBM® Change Agents have helped you run and execute the PBM® Program. For the after-canvas activities, we offer two additional experts: the PBM® Organization Agent and the PBM® Communication Agent. The PBM® Communication Agent helps you with task 1: keep communicating the right purpose-driven message. The PBM® Organization Agent helps you with tasks 2 & 3: see to it that your consultancies operate within the PBM® Canvas framework and manage execution of the tactical plans. We charge an hourly fee for this.

Furthermore, you can use our upcoming WhyToWork Validated Experts Platform™, where you can hire PBM®-certified freelancers and other business experts in the field of advertising, consultancy and more.


We are very proud to serve the most renowned companies and brands in the world, and of the fact there are companies and brands that don’t play safe using traditional consultancies and agencies, but take a better and more innovative approach by letting us help them adopt a new way of thinking. Companies and brands that only understand new thinking and behavior can take you to the next level. That know Einstein was right when he said, “If you do what you’ve always done, you get what you always got.”

These companies and brands understand that the current world of business services only reflects old, industrial thinking that is clearly obsolete. They have taken the soul and essence of their company or brand back into their own hands, pushed back on the influence of consultancies and agencies, switched from opportunism to purpose-led systemic thinking & storytelling behavior and radically improved their commercial and financial performance. We want to thank and compliment those companies and brands, from Unilever to Walt Disney and Lipton to Neutral. See our testimonials below.


In the old days we used to hire traditional consultants or other specialists when we had a problem that needed to be fixed. The Purpose-led Business Modeling approach works differently. It is a unique, systematic and higly effective approach that I truly recommend.
Gaby Vreeken Marketing Director Bayer Consumer Care
We used Purpose-led Business Modeling 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
If there are elements within our business that need to be optimized, or where change is desirable, we use Purpose-led Business Modeling. It's that simple!
Hong Liem Commercial Director Walt Disney Benelux
A few years ago I met Eric Bartels, researcher, author and CEO of WhyToWork Global. For 12 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 method together with his research team, called Purpose-led Business Modeling ™. I realized this approach could lift us to a whole new level, not only because it is much faster and more effective than anything we have done before, but also because there is full ownership among employees and you see real improvements in daily operations, including unprecedented sales increases. It is a workshop-based approach I can honestly recommend to everyone.
Frits van Eerd Chairman Jumbo Supermarkten
Something unexpected happened during our Purpose-led Business Modeling program. 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 at Univé
Robijn is the leading brand of detergent, softener and fragrance sticks in the Netherlands. We did a WhyToWork brand 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 Purpose-led Business Modeling™ approach WhyToWork uses 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 the WhyToWork 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 Purpose-led Business Modeling™ approach WhyToWork uses 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
We used WhyToWork's Purpose-led Business Modeling method to streamline our business-to-business operations in the Benelux and we loved their 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
We did a Purpose-led Business Modeling 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 ran a Purpose-led Business Modeling program to streamline our fast growing organization. It has led to a profound positive change in our company.
Alex Goldblum CEO Eurofiber Eurofiber
We have used the Purpose-led Business Modeling methodology 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 PBM method to fine-tune and optimize our brands. The very fact that we use the PBM method and canvas for the most important parts of our business says it all. PBM is a refined, yet simple methodology that works wonders.
Conny Braams CEO Unilever Benelux
We hired a PBM Consultant to run the Purpose-led Business Modeling 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
We employed a Purpose-led Business Modeling program to strengthen our brand. Before the 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 program.
Rob Willemsen CCO Bolletje Bakeries
We have completed a WhyToWork branding 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 WhyToWork 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
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