Jeroen Kraaijenbrink


Awards & Accolades

USA Today and Wall Street Journal Best Selling Author
Trainer and Mentor
Strategy and Leadership Consultant


Jeroen Kraaijenbrink is an accomplished strategy educator, speaker, writer and consultant with over two decades of experience bridging academia and industry. He empowers people and organizations to discover, formulate, and execute their future plans by providing them with strategic guidance. In doing so, he enables them to realize their greatest ambitions. Drawing from cognitive psychology, humanism, martial arts, Saint Benedict, and a wide range of other sources, he is the author of numerous articles on strategy, sustainability, and personal leadership and five books: Strategy Consulting, No More Bananas, Unlearning Strategy, and The Strategy Handbook, a twovolume practical guide to strategy. He is an active Forbes contributor where he writes about strategy, leadership, and how to help you embrace the complexity and uncertainty of this world. He has a PhD in industrial management, teaches strategy at the University of Amsterdam Business School, and has helped many midsized and larger companies across the engineering, manufacturing, healthcare, and financial services industries. Jeroen is the originator of the Strategy Manifesto, envisioning what strategy could and should be like in order to live up to its promise to provide effective guidance to 21st century organizations. For more information, visit

Published Book

Success Mindsets

USA Today and Wall Street Journal best-seller!

The road to sustainable, long-term success is not one of domination and defeat; it’s a path walked by a quiet warrior whose weapons are kindness and compassion. The recent global pandemic has changed our world forever. As the pieces are slowly put back together, the call for empathy and communicative awareness has never been more readily sought after, especially in the business. In his latest publication, Succeed the Right Way, Paul L Gunn Jr. demonstrates how the new landscape of business leadership will be defined not by rigid stoicism, but through emotional intelligence. Drawing on myriad real-life examples, Succeed the Right Way is the de facto guide to living a successful life grounded in kindness and compassion.

Discover the 17 Steps to Creating a Best-selling Business Book

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