As a pioneer of the purpose economy, professor of Unthinkable Marketing and organizational consultant, I am committed in both my work and my private life to jointly realize a society - the purpose economy - in which people are aware of their meaning for others and are actively working to enlarge it. I believe in the power of being real and sincere!“What does it matter what I do?” This question kept recurring throughout my academic career. At the beginning of 2007 I decided to radically change my life based on the desire to live a more conscious life and do work that really matters. Together with my wife and then young children, I moved from Delft to Holten, facing an uncertain future with full conviction!It turned out to be a golden step. Completely at home in Holten, I developed into a strategic organizational consultant specialized in identity marketing and purpose economy. Together with Gert Disberg and Paul Mersmann, I founded the Betekenisfabriek in 2009. From 2009 to 2016, I developed the professorship of identity marketing at Saxion University of Applied Sciences. In 2017, I started my own company De Zaak van Betekenis and, together with four entrepreneurs, founded the Purpose Economy in Twente foundation. Since 2018, I have been working as a professor of Unthinkable Marketing at the Centre of Expertise for Wellbeing Economy and New Entrepreneurship at Avans University of Applied Sciences. My research focuses on the application of new economic principles for (retail) business with the aim of developing alternative marketing practices that will make the world a better place. Practices that are currently unthinkable for many people.In my work I have a preference for practical application, developing effective tools and getting things done. I am allergic to superficiality and reports that are left in the drawer. I believe in doing things from a solid substantive foundation. That is why I want to bring knowledge and insights to people who do not naturally come into contact with it but who do benefit from it. For this reason, I wrote two accessible books (in Dutch): Identity Marketing. Why we exist (2010) and Time for the purpose economy. The story about our economy that they never tell you (2018).I am conceptually strong. I easily and quickly make connections between various topics and can reduce them to the core and explain them clearly. I have extensive experience in making ideas and models practical. I ask questions that are not asked, take nothing for granted and like to stimulate the imagination.