I am regularly asked to advise on solving personal and business dilemmas in the boardrooms of the Netherlands. The core of these dilemmas is now radically different than when I first ended up in a boardroom as commercial director at LeasePlan thirty-six years ago, and also different from twenty years ago when I became CEO of the Bilderberg hotel group. At the time, the focus was on generating turnover, and then translating it into a sustainable profit and thus providing the company, employees and owners with a solid and valuable basis for the future. Nowadays, these results have to be achieved in a very dynamic environment, and that requires much more from directors than just achieving the turnover and profit goals. The playing field of companies and thus their role has changed dramatically. Moreover, not only well-known stakeholders and “influencers” play on that playing field, but also very new stakeholders and “influencers”.
Major themes such as the energy transition, diversity and inclusion, digitization and AI, transfer of knowledge and skills to digital natives, a rapidly growing impact of social media and algorithms, an erosion of the welfare state, migration, war in Europe and the Middle East and its impact on our own idea of security — plus an increasing polarization in society for a long time. Just stand by as a driver. Moreover, it no longer helps to expect much from politics. Much more than roughly two decades ago, it is burdened by a short-term focus and scoring drive, where campaign skill prevails over administrative quality and moral authority. The political inability to solve the complex problems leads to distrust and has a major impact on the authority of the government and institutions.
So more than ever, the ball is in the boardroom. And that requires decisiveness, creativity, inspiration and efficient use of resources. These properties create opportunities for creating viable solutions. Personally, I like to focus on issues where I, as a director or supervisor. real influence op heb: what is possible, what suits us, what can we do responsibly tomorrow?
One example. Recently, I spoke to the CEO of an industrial company who told me that more than 20% of its employees were less educated or even illiterate. You can imagine what language teaching through the employer could have a positive impact on the lives of these employees. Not looking at the government but taking action yourself, as a company. Of course, the government can take such action. facilitating with tax incentives and making funding available.
Not looking at the government but taking action yourself, as a company.
Another example: 20 years ago, the Bilderberg hotel group was a male-dominated company with one woman in a management position. We didn't need a quota to place 40% women in leadership positions within five years. This has led to business operations that are much more balanced, combined with results that you can show off.
There are countless such practical and feasible solutions that have an impact on at least some of the major themes. Solutions that already exist tomorrow can be implemented in a responsible and credible way.
In addition, the basic requirements of leaders are addressed more than ever: curiosity, including a willingness to learn from one's own mistakes.
Non-conformism, including the creativity to look for and find business off the beaten path. including the creativity to seek and find business off the beaten track.
Commitment to a strategy in place, including the conviction to convince diverse stakeholders of your vision, and the power to say “no” to yet another tempting ad-hoc proposal to change your strategy — if it does not contribute to the sustainable path you have paved through careful consideration within your team.
Solving major, complex social, political, economic and environmental problems is also ultimately a matter of thinking clearly, sticking to the facts, giving direction and starting somewhere and setting an example yourself. Don't keep talking endlessly, just start cleaning. If de Bestuurskamer can play a role in that, we would love to hear about it.
