Speaker about

Customer Understanding

& Motivation


Discover the 3 defining 
values that drive your employees, customers
and yourself

Jan van der Spoel worked over 25 years as a certified design thinker and strategist in the world of corporate communications. He developed several smart methods on how to put the finger on irrational human behavior and understand what actions to take.


The Motivation Canvas connects what you say with what you feel.

The Motivation Canvas is one of those tools. It helps you to find  the right words  that connects what you say with what you feel. It helps you to find what truly motivates your employees, your customers and yourself.  When your motivation matches with what others motivates it ignites a powerful connection. 

Jan inspires his audience and provides insights and tools to make your organization more customer-focused, influence company culture, make innovation fun and learn how to wow your future customer. 


As an experienced speaker Jan has a pleasant energetic style and a natural presence on stage. He can build a keynote that fits your event and subject perfectly and keep your audience engaged throughout.

You can book Jan

• As a keynote speaker

• As emcee 

• For breakout sessions

• For workshops and/or masterclasses

Possible subjects

• Discover the 3 defining values that drive your employees, customers and yourself

• How to wow your future customer?

• Turn your contact center into a profit center

• The “Motivation Canvas”
   - What motivates leaders?
   - What motivates your customer?
   - What motivates <insert your subject>?



• Customer Understanding & Personas 

• Customer Experience

• Customer Service

• Branding & marketing

• Design thinking

“Who doesn’t want to understand what drives your customer? In such a way that you can act upon it? Jan not only has developed a very smart method, but he also knows how to presents his insights passionately and with ease. A true gift for every audience looking for ways to anticipate customer demands ever better. “

– Gerben van Driel.

Presentation and media trainer | Programmamaker RTL Z

“Jan passionately takes you into the black box of our brain. He explains vividly how our brain works. But that’s not all! He provides practical tools to better understand what your customer, colleague or even your own partner really wants.”

– Serge van Rooij.

Sprekerscoach | TEDx coach | Partner Bex Impact Academy


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Motivation Canvas

Experiences and recommendations



I followed the workshop Making and Applying Persona at Persona Academy. In this workshop, you receive practical tools for personally developing Personas in a structured and constructive manner. 

During the workshop, Jan van der Spoel will take you through this step-by-step process as well as taking the time to support you in a pleasant and unforced manner. Please contact Jan or follow this workshop to get started immediately.

I found it a very enjoyable and informative workshop and Jan was an excellent mentor! As a group, we needed quite a lot of guidance and time was made for that too. Professional and bespoke service. As a result, we were a little short of time towards the end of the workshop, but the material lends itself perfectly to getting started with yourself. I went back to the office with a bulk load of information and ideas.



I am a proponent of applying models in a practical and applicable form. Jan does this in an appealing way and uses a unique mix of theories and his own models. Working from the Maslow pyramid towards a target audience, a specific person. A method that requires time and attention, but will certainly lead to the desired results.


With only knowledge of consumer needs, you will not succeed as an entrepreneur. A deeper insight into the experiences of consumers in relation to the organisation is necessary in order to make a difference.
The Persona Academy has a systematic, logical, well-substantiated method for discovering this.​


Ed Peelen | Prof. dr.  Content Marketing

Faculteit der Maatschappij- en Gedragswetenschappen van de Universiteit van Amsterdam  >