Making clear what is unclear. Since 1987.

Most organisations know what they want. They just don't know how to get there. That is where I come in.

I started Crystal Clear Company in 1987 as a one-man business: strategy, marketing and sales for consumer brands. The name was the promise even then. Advice you understand at once, numbers that add up, and no story to hide anything. That promise has not changed; the work has: Benelux market entry for foreign companies, growth at startups and scale-ups, faster revenue growth with AI, and managing my own investments.

I have sat on both sides of the table: as the marketing and e-commerce director who had to deliver, and as the investment director who judged whether the story held up. As interim country manager I launched Olympus in the Netherlands and grew revenue from €20m to €31m. At DELA, market share grew from 29 to 51 percent in six years. At Rituals, e-commerce revenue nearly doubled in one year. I founded nine companies and realised three exits. And I sell myself, in Dutch.

‘Advice that needs explaining is not finished yet.’