In their own words.

"We used the Become Institute to streamline our business-to-business operations in the Benelux and we loved its approach as it helps you see your organization in a different light. It is as unconventional as it is effective."

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

"Something unexpected happened when we began optimizing our business using the BECOME® Framework through a BECOME® 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!"

"We did a three-year BECOME® Program under the guidance of a renowned BECOME® Practitioner, 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."

"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 Institute approach 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."

"A few years ago I was interviewed by Eric Bartels. 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!"

"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."

"We have completed a BECOME® 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. 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."

"Omo is one of the oldest detergent brands in the world. In our BECOME® 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 BECOME® Framework approach was of great help. It accelerates the work to be done and deepens the positioning of your brand. Advertising is drastically sharpened."

"Robijn is the leading brand of detergent, softener and fragrance sticks in the Netherlands. We did a BECOME® 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 BECOME® 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."

"We ran a BECOME® Program to streamline our fast growing organization. It has led to a profound positive change in our company."

"We did a BECOME® 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."

"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!"

"The BECOME® approach reframes what a consultancy is. It doesn't come in to fix us — it helps us see, structure and activate the intrinsic strengths we already have."