Designer, builder, leader.

It comes down to the how.

Many companies want to adopt AI, see the value, and have the budget to do it well. What is missing is the how. That is where I come in. I bring the approach, design it so people trust it, and build it into something that keeps running. The ideal collaboration is simple: a company that truly wants it, that takes my expertise seriously, and that gives me room to deliver it with good people and reasonable deadlines. I do not need much more. No preference for an industry, but one clear wish: to make beautiful things, and not stand still.

Why now.

For the past two years I built AI on my own, from the first line to paying clients. It worked, and I learned a great deal. But I miss the together: like-minded people, being challenged, the pace of a team. After those two years solo, I am open to the right team, to lead a transformation from the inside, and just as available to companies that want to start with me independently.

Alongside that, Memortium, my own AI service, simply keeps running. It helps families preserve their memories and takes me about two hours a week. For me the proof that technology gives time back instead of swallowing it, and it comes with me.

How I build.

For a good twelve years I designed everything by hand. Until the first time I built an idea straight from my head, without Figma. Five hours later it stood there. Frontend, backend, CMS, ready to go live. That was the turning point, the moment I felt how much had suddenly become possible. Since then I make nearly all my software myself, bespoke and without bloat, at a speed that was unthinkable before. I have done the same inside teams: bespoke software that solves exactly the right problems, instead of a bulky off-the-shelf package half of which goes unused.

The road here.

It began with Dumo Media, the design and web studio I founded with a fellow student, which grew into the creative engine of a marketing agency, now known as Brandfirm. Then years of enterprise design at Shell, Roche, Philips and ING, where I learned to design for scale and for decision-makers, and took the lead design role in every team. The last two years I built my own AI products: Memortium, Open Brain, Mono Dash. Entrepreneurship, design, building. Now the three come together.

Everyone along.

Adopting AI means bringing people along. I keep everyone in view, from Annie at reception to Johan in the boardroom and everyone in between. I want Annie to get a few hours a week back just as much as the rest. It does not matter who you are or what your role is, I am there to make sure you get the most out of this opportunity. I have always been the one who brings the people around me along in technology, and I do that with workshops, with training, and by making abstract technology visual and understandable.

People first.

Replacing people is not something I believe in. That is a poor philosophy. AI should make people better and free them up for more meaningful work, not push them aside. My goal inside a company is always more people, not fewer. Human-centered design, and it stays that way.

How far we can take this.

At the same time, I want to know how far this reaches. AI is no use to us if we keep operating it. AI has to work for us. That is why I build with agents, orchestration and automation, and push at the edges to see what becomes possible. That is the journey, and in it I want to be a beacon.