Joel aan ’t Goor, an entrepreneur and psychologist, is the founder of Origins. He has also founded OPEN Business Leaders and the World Consciousness Forum.

He is the author of ‘The Journey to your Origin – Your Soul as USP in an AI world’. He is also a keynote speaker, an executive coach and an ambient techno DJ.

Joel’s Story Of Waking Up As An Entrepreneur

Hi, I’m Joel aan ‘t Goor, and I’d like to share a bit of my story with you.

A deep void within overcame me in Lisbon, where I was living abroad for six months, in connection with my Business Administration studies. At the time, I was 22 years old and I decided to run away from it.

What triggered it? It wasn’t like living and studying in Lisbon were a challenge. My time under the Portuguese sun mainly consisted of parties, alcoholic refreshments, and trying to remain upright on a surfboard. Yet after four months of schedule-free living, something had started to gnaw at me: What was the point of all this? How did my life matter? How does man really matter in the short time he’s here on this earth? 

This was my view in Lisbon back in 2004

And what is humanity doing here on this tiny planet, in this universe with all its trillions of stars? What I became convinced of was that it didn’t matter, and that all the beauty and all the suffering in the world were but fleeting. This gave me that feeling of “emptiness” and deep meaninglessness. My “solution” to this was, in my opinion, ingenious: I kept a busy schedule to steer clear of that empty feeling. Full of ambition, I wanted to make things as fun as possible for myself and those around me. So that’s what I decided to do. Work hard, play hard, and show the world what I was all about.

First Company

Time flies, and ten years later I was the CEO of OPEN Business Leaders, a leading platform for CEOs of mid-sized to large enterprises. I really got a buzz from the success of this company that I’d started myself.

Meanwhile, in addition to my work, I was also trying out all kinds of new things—pretty much whatever I could come up with: scaling mountain peaks, travelling, and, above all, partying with friends. 

At the same time, I noticed that my success and the feeling that I was on top of the world didn’t seem to make me much happier.

I’d gathered a group of hard-working and successful CEOs and entrepreneurs around me, and when I really took a good look at them, they weren’t any happier than average, either. 

Open Business Leaders

Many of them seemed to be quite lonely deep inside, and not only because it’s lonely at the top. It often seemed the other way around as well. Weren’t they pursuing success in all its forms to push away feelings of loneliness and emptiness? And if I was very honest with myself, didn’t that also apply to me?


Ten years after Lisbon, I had to conclude that running away from the void was no longer working for me. What was I actually doing? All of a sudden, all those questions that had always preoccupied me came rushing back again: What am I doing this for? What do I really find important in this life? What do I really want to commit to? Who, really, am I?

During the two-year search that followed, I tossed out many of my old convictions and a lot of new doors opened. As a result, I’ve undergone a transformation. I look at the world differently now, I experience life differently, I especially look at myself differently, and I know better why I’m here. I’m more in touch with and have more feeling for everything I do. “Feeling,” which for me had always taken a back seat to the rational mind, has assumed a more leading role now.

The feelings of emptiness and loneliness have disappeared. Now, instead of nothing having meaning, everything has meaning. As a result, my life is getting richer and more beautiful by the day. 

I have become happier, more optimistic, and, above all, contented as a result. Who I am and what I do have a place, and I have a sense of Purpose in particular. I have made a number of very conscious choices which have helped me enormously in this respect. They have given the undercurrent of my life more purpose and direction. That sense of Purpose doesn’t come from thin air. You have to develop a feel for it.

Stepping out of the Matrix

The transformation I’m talking about is far from unique; many have come before me. In the history of mankind, numerous people have talked about the same transformation I talk about in this book—Lao Tze, Buddha, Jesus, Rumi, and countless others. Many of their words have been distorted and twisted, however, and all sorts of things have been made up to keep the mind-blowing truth about who we are and what we came to do here on Earth away from humanity. 

More people than ever before are now undergoing this transformation. Mankind is waking up, Mankind is stepping out of “The Matrix.” In this process of waking up, we will experience that the reality in which we live is even more exceptional than many of the ancient sages told us. And meanwhile, science is finding more and more confirmation for it.

Founding of Origins

In 2017, I founded Origins. The mission of Origins is to accelerate the transformation of life on earth towards a joyful society. We do this by helping entrepreneurs become inside out manifestation powerhouses.

We are living in exceptional times, Origins is about how you, as a human being, leader, and entrepreneur, can become part of the enormous transformation that’s now unfolding in the world.

We are at a particular juncture—one in which all kinds of things are happening—things which aren’t yet fully visible to everyone.

It is important to make a choice: drop out and stay behind, or join in and become one of those charting a new course in this world.

You are invited to be part of the transformation. A course in which we create a more joyful and loving reality. A reality in which we can experience both our individuality and our unity. A reality that concerns the “I,” “We,” and “It.” Let’s create an amazing experience on Earth together.

How? Accelerate your transformation and become an unbeatable, inside out, purpose driven entrepreneur.