Founder of Better as Strategy is MBA professor, consultant and author Dr. Jeroen Kraaijenbrink. For twenty years he has been teaching students at various schools including University of Amsterdam Business School, TSM Business School and the University of Twente, how to effectively generate and execute strategy.

His books — sold world-wide — and his courses and training sessions are praised by both strategy experts and the professionals Kraaijenbrink coaches. He is known for his refreshingly practical approach. "Strategy must be concrete. Executable. And adopted by everyone in the organization. Otherwise, it will never work."

On Better as Strategy Jeroen Kraaijenbrink shares what he does in his training and consulting work, so that people can start practicing strategy themselves. “Strategy is still too often approached as being abstract, conceived at the top and imposed on employees — making it unengaging, impractical and of little use. On this platform I demonstrate that strategy can be very engaging, practical and rewarding, at every level of the organization. I am not saying it is simple. Creating good strategy and making it work is challenging. But — with the right approach and tools — it is attainable. My aim for Better as Strategy is that you will find everything you need here, both in the content and in each other."

With the knowledge, guidance and methods you find here, you can make strategy work. Better as Strategy offers e-learning, blogs, books, webinars, practical courses and remote coaching, for every stage of your career.

The basis of Kraaijenbrink’s approach is the Strategy Sketch, a visual tool containing the ten key elements of strategy. It is derived from the Business Model Canvas, but completer and more applicable, as participants in the Practical Introduction to Strategy testify — the starting point for anyone who wants to become better at strategy. For advanced practitioners, there are premium courses such as Generating Executable Strategy and Making Execution Strategy Work, as well as eye-opening e-books such as Unlearning Strategy.

Our distinctive promise: on this platform you only obtain knowledge and methods that have been proven to work. What doesn't work, isn’t here.

Mastering strategy gives you insight and focus, enabling you to make truly informed decisions and take impactful actions. That way, Better as Strategy helps you grow confidently towards your next professional step, improving your business at the same time. By implementing the practical knowledge and proven methods, you will be able to create a better functioning organization with a unique value proposition, sustainable success and a positive impact on the world.