Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships.
Stephen R. Covey


About me
With more than 25 years of experience as a designer and creative director in the communications industry, I have worked for hundreds of large and small companies on thousands of assignments. Over time I discovered that every communication challenge has the same core issue: how can we create or rebuild trust?


My favorite saying is this one: "We say what we think but do what we feel". This explains many uncertainties and misunderstandings in dealing with each other. The cause of this can be found in the mechanics of our brain. 'Thinking' and 'feeling' work differently. Understanding how trust works will give a better grip on every relationship we have.


I help people and organizations with workshops and insight programs and enjoy taking the stage as a speaker to share my experiences. If you're planning a meeting and want to know more about how to book me, please visit the event planners page.


Ultimately it is my goal to contribute to a more pleasant world. A world where relationships are more important than transactions, a world with less control and more trust. I am convinced that when you understand how trust works you have uncovered one of the secrets to a more successful and happier life.

"People at high-trust companies report: 74% less stress, 106% more energy at work, 50% higher productivity, 13% fewer sick days, 76% more engagement, 29% more satisfaction with their lives, 40% less burnout."

Paul  J. Zak, Professor and author of "Trust factor"

I love to engage with people and share valuable insights how to create or rebuild trust. Here are 3 ways to suit your needs:

Workshops are powerful short events where a lot of knowledge is being shared. Next to that, a workshop is filled with a high level of engagement and interaction.

The amount of knowledge shared and the number of exercises depends on the composition and level of the specific group.

Usually, workshops range from 0,5 day to a full day.

Go to the insight programs page for more

What people say

I consider Jan the Simon Sinek of the Netherlands. I had the pleasure of working with Jan on a coaching project and learned some priceless information and processes on how to build trust. Jan is an expert on trust. Not just why it's important, but how it works and more importantly how to build it! I also learned that Jan is highly passionate about human-to-human communication and how words trigger emotions based on memory and past experiences and understand the connect between words and past experiences is key to influencing the behaviour you want to see in people through your communication. It's fascinating and highly enabling when building a business involving people. Thank you jan for these priceless insights.

Chris Baldwin, PhD

Founder of 10X SPEAKER, Speaker coach

As an entrepreneur you will not get there with only knowledge of consumer needs. A deeper insight into the experiences of consumers in relation to the organization is necessary to make the distinction.

Jan van der Spoel has a systematic, logical, well-researched method for discovering these.


Ed Peelen, Prof. PhD.
Content Marketing, Faculty of Social and Behavioral Sciences of the University of Amsterdam

I got the opportunity to follow a workshop by Jan in which he provides insight into your real motivation. This resulted in a very interactive workshop where we could also help each other in gaining insights. 

Highly recommended for people who stay too much in the standard desirable sentences or who really do not know or can name what they get out of bed for.


Jacqueline Lyklema,

Marketing communication & event manager