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
I am fascinated by human behavior. We say what we think but do what we feel. The cause of this can be found in the workings in our brain. 'Thinking' and 'feeling' work differently. This explains many uncertainties and misunderstandings in dealing with each other.


Ultimately it is my goal to contribute to a more pleasant world. A world where relationships are more important than transactions, a world with attention to the human dimension with less control and more trust.


I help people and organizations with workshops and insight  programs and enjoy taking the stage to share my experiences. This connects the fields of business development, marketing, communication and customer experience.


I am convinced that if we understand human behavior better, we will enjoy working together in teams, doing business more pleasantly and being more successful in life itself.


"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"

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