“If you hire people just because they can do a job, they’ll work for your money. But if you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.” Simon Sinek

How do you build an organization that is primarily driven by purpose?

That has a clear WHY, serving as a lighthouse to guide choices?

That has no ‘managers of metrics’ but ‘leaders of people’?

That gives inspiration, safety, and fulfillment to its people?

It starts with you.

Every organization can be more purpose-driven

In this unique leadership seminar, we explore the characteristics and mindset of purpose-driven organizations.

We meet the extraordinary people that lead them. And we will have a razor-sharp look in the mirror: purpose-driven leadership starts with a leader who knows their unique purpose and who is able to make that Purpose explicit.

“Purpose is not a business decision. Purpose is following your heart on a personal journey. Surfing your own undercurrent or Purpose starts with ‘sinking’ into yourself.” Joel aan ‘t Goor

Unique two-day program

On day one, we will participate in a DenkProducties event with Simon Sinek. Sinek takes you on a deep dive into the purpose-driven organizations, highlighting what makes them unique and what kind of leadership they have.

On day two, Joel aan ‘t Goor will take you to the next level. If you want to offer the people in your organizations a meaningful and worthwhile outlook, you first have to create clarity on what is meaningful to you. What is your unique Purpose as a leader and a human being?


For the first time in years, Simon Sinek will be coming to The Netherlands to share his refreshing ideas on leadership. During the seminar, he will also talk about his new book The Infinite Game, which is to be released in October (and of course, you will get a copy). This two-day seminar is a unique opportunity to see several of the most extraordinary business thinkers of our time live in Amsterdam.

PROGRAM DAY 1: November 4, 2019

10:30 BLOCK 1: The Power of Purpose 
In this block, we discover the extreme power of an inspiring purpose. 
How it generates energy, creates meaning, and inspires action. 
(speakers to be added)

13:00 BREAK

13:45 BLOCK 2: Purpose-Driven Organizations 
In Block 2, Simon Sinek takes you on a deep dive into the Purpose-Driven Organizations. What makes them so unique and what kind of leadership do they have?

13:45: The Infinite Game (new!) 
• Playing the Infinite Game for enduring growth 
• There is no such thing as ‘winning’ in business 
• Infinite leadership: lessons for you as a leader 
Keynote presentation by Simon Sinek on his new book + deep-dive Q&A


15:00: Purpose-driven mindset 
• Leading as an unshakable optimist 
• How to inspire and engage millennials 
• Becoming the leader you wish you had 
An optimistic conversation with Simon Sinek


16:30 BLOCK 3: Making the difference
We meet purpose-driven leaders that walk the talk. Day in, day out. 
They create amazing organizations and achieve extraordinary results. 
(speakers to be added)

18:00: END DAY ONE

“Martin Luther King, Jr. gave the ‘I have a dream’ speech, not the ‘I have a plan’ speech.” Simon Sinek

PROGRAM DAY 2: November 5, 2019

09:30 BLOCK 1: Your unique Purpose is ingrained within your personality.
Before the seminar, you’ll fill out the extraordinary Purpose Scan. In this block, Joel aan ‘t Goor gives insight into your personality and the pointers it contains towards your Purpose as a leader and human being.

12:30: BREAK

13:15 BLOCK 2: Beyond Personality
In this block, we go a level deeper, a level beyond the personality.
We dive into the question that should be the starting point of everything you create as a leader. The entrepreneurs that have built empires, have earned shitloads of money, and have felt that their creations were truly meaningful - they all acted in line with this question. Joel guides you to the answer to this question. An answer that might change your life.

16:00 BREAK

16:30 BLOCK 3: Making it happen
The final block of the two-day seminar is about making it happen. You’ll leave with a practical Purpose Strategy that you can implement in your own life and in your company.

Dates: Monday, November 4, and Tuesday, November 5, 2019 

Location: Amsterdam Theater

Cost: 1450 Euro (ex VAT)

Simon Sinek is an unshakable optimist. He believes in a bright future and our ability to build it together. Described as “a visionary thinker with a rare intellect,” Sinek teaches leaders and organizations how to inspire people. With a bold goal to help build a world in which the vast majority of people go home every day feeling fulfilled by their work, Sinek is leading a movement to inspire people to do the things that inspire them.

He is the author of multiple bestselling books, including the global bestseller, Start With Why: How Great Leaders Inspire Everyone to Take ActionThe New York Times and Wall Street Journal bestsellers Leaders Eat Last: Why Some Teams Pull Together and Others Don’t; and Together is Better: A Little Book of Inspiration. He is also the author of Find Your Why: A Practical Guide to Discovering Purpose for You and Your Team. Later this year, his new book The Infinite Game - How Great Businesses Achieve Long-Lasting Success will be released.

Simon may be best known for popularizing the concept of Why in his first Ted Talk in 2009. It rose to become the third most-watched talk of all time on TED.com, with over 35 million views and subtitled in 45 languages. His interview on millennials in the workplace broke the internet in 2016. It garnered over 80 million views in a week and is now up to more than 200 million views, inspiring conversations on the subject around the world.

Sinek’s unconventional and innovative views on business and leadership have attracted international attention. From American Airlines to Disney, from Deutsche Bank to MARS, from big business to entrepreneurs to police forces, Sinek has been invited to meet with an array of leaders and organizations in nearly every industry. He has also had the honor of sharing his ideas at the United Nations, the United States Congress, and with the senior-most leaders of the United States Air Force, Marine Corps, Navy, Army, and Coast Guard.

“Our minds can be convinced, but our hearts must be won.” Simon Sinek

Joel is a psychologist, author, and entrepreneur. He is the founder of Awake Origins, the international movement for awake and purpose-driven creators, entrepreneurs, and influencers. Origins accelerates the awakening of humanity and co-creates heaven on earth, aka, a world where living your Purpose is a birthright and love and connectedness lies at the foundation of our society.

“A shared joyful reality for life on earth will only arise with a revolution on in the inside: wake up, take true responsibility for ourselves and become inside out creators. As conscious entrepreneurs and leaders, we will act as a catalyst to manifest the desired transformation on earth.”

Joel’s strength lies in a deep understanding of both people and entrepreneurship. According to Joel, next-level leadership is about Purpose AND Profit. Joel is also the founder of the World Consciousness Forum and OPEN Business Leaders. He is an ambient techno DJ keynote speaker, he wrote ‘The Journey to Your Origin’ and is the creator of ‘The Roast of Your Leadership’. His purpose: establish the tipping point for transformation on earth: wake up 10% of all influential entrepreneurs and leaders in the world and help them to become an ‘inside-out manifestation powerhouse’.

“Your heroism is that you dare to follow your Purpose, whatever it takes. This doesn’t mean that living from a place of Purpose is burdensome and serious. On the contrary. I’d say lean back and enjoy the ride.”

Learn how to level up every week.

Take your life and game to the next level.

Join the movement of leaders, entrepreneurs and influencers that are getting more and more awake.