Does this sound familiar?
Your customers ask for something different than five years ago. New players turn up who do it another way. You still sell what you always sold, and it still works, but it takes more effort than it used to.
You know something has to change. What exactly, and how far, is much harder to pin down, certainly while the business has to keep running.
What it usually comes down to
Your customers have moved
Demand changes faster than the offer. You notice it first in price pressure and only later in volume.
Your model no longer runs by itself
What used to pay off on its own now has to be pushed. That is usually not a sales problem but a model problem.
You know it must change, not where to
Three directions are open and every choice closes the other two. Which is why the decision keeps waiting.
What we then do
We take a few days for it, away from the daily rush, with you and the people who have to decide. We put on the table where the business stands, what is shifting in your market and which directions are open. Then we help you reach a decision.
After that comes execution: rewriting your offer, revising your prices, organising your sales differently. You can do that yourself, or we take on agreed parts of it.
How it works
A first conversation
We come to you and listen to what is shifting. That conversation is free and commits you to nothing.
Two or three days together
We withdraw with you and your key people and work the choices through until there are decisions.
Then execution
The choices become work. You do that with your own team, or together with us.
What we bring
Just before COVID shut down the travel industry, we took over tour operator Caractère. Instead of waiting, we rebuilt the model: away from selling through hundreds of travel agencies, straight to the end customer. Caractère became solidly profitable and was sold in March 2026.
Practical questions
Is this the same as Set your course?
It usually starts there. Set your course is the intensive exercise where the choices get made; execution comes after.
Who should take part?
The people who have to carry the decision. Often that is the owner with two to four key people, sometimes the full management team.
What if we do not reach a conclusion?
Then that is a result too. Better to establish in two days that the choice is not ripe than to set off in a direction nobody supports.
Get in touch
Is your business facing a change of direction?
Tell us briefly what is shifting in your market or your offer. We will look together at whether a direction exercise makes sense.
Ilona or Wim will contact you personally.
The introductory meeting is free and takes place at your own premises.