For many years, he was a guest lecturer at Nyenrode Business University, where he inspired managers at the Executive MBA to think about the impact of technological developments on their clients and thus their own businesses. He advised the VVD on the impact of technological developments on the labour market. He gained hands-on experience with disruptive business models as marketing manager of Autotrack and Independer.nl. In those startups, he learned how, together with others, you can use technology to totally disrupt an entire industry within three years. With the founding of company RobotXperience in 2009, technology gained even more prominence in his work.