Culture forms the foundation of an organization’s success.

We are convinced of this through years of practical experience and the latest scientific insights. That’s why Nieuwe Bladzijde focuses primarily on the pillar of culture within organizations and teams.

We strive for a world where organizational culture is approached with the same rigor and commitment as business strategy. Because culture is not a byproduct of strategy; it is the core of a company’s vision. Culture is the driving force behind performance. Culture does not follow—culture leads. Through values and through behaviors.

It determines how people think, collaborate, and make decisions. Business results follow naturally from that.

Effective leadership, therefore, does not focus on control or isolated incidents, but on creating a system where it is clear what you stand for, what you do, and how you do it. This clarity empowers people to make strong choices—close to the work itself and sustainable in their impact.

Nieuwe Bladzijde helps organizations to consciously build this foundation by looking beyond tomorrow. By working openly and authentically with leaders, teams, and individuals through consulting, training, and coaching. Not from the sidelines, but with a hands-on, in-the-trenches approach.

No matter how good a strategy is, if it isn’t supported and the underlying working relationships aren’t right, it cannot succeed. We believe the old adage still rings true: culture eats strategy for breakfast.

Our Vision

A world where organizational culture is approached with the same rigor and commitment as business strategy.

Our Values

Forward-Looking

Our goal is sustainable growth and continuous improvement—working toward a clear end result. This means looking ahead, looking beyond the immediate problem, and operating from a foundation of systems thinking, long-term vision, and fresh perspectives.

We never stop learning; we ask the fundamental questions and seek what truly fits organizations, teams, and individuals—rather than simply doing what is conventional. In this way, we bridge the gap between vision and reality, making culture and organizational development both intentional and thoughtful.

Hands-on

We observe, but we also dive in. Together, we put the vision and the plan into practice, right there on the shop floor. We believe in learning by doing, experiencing, and living through the process, rather than just analyzing it from a distance.

With courage and commitment, we step into the thick of it—especially where there is friction—ensuring that change doesn’t remain theoretical but becomes truly tangible. We aren’t afraid to get our hands dirty.

Candid

Being candid means communicating openly, honestly, and directly, but always from a place of empathy. We address what is really going on—even when it’s uncomfortable—because true connection happens at the core. This is how we build safety, trust, and a culture where nothing has to stay beneath the surface. With respect, we will always tell it like it is.

Meet the Team

James De Mulder

James De Mulder

Founder, Trainer and Feedback Specialist

Background & Experience

  • Specialist in feedback culture and team dynamics
  • Experienced Business Coach
  • Certified Individual Coach
  • Certified Systemic Team Coach
  • Systems thinker
  • Lean Black Belt
  • Speaker
Founder and owner with over 13 years of experience in organizational development. Known for a practical, hands-on approach. His track record includes work with companies such as Coolblue, VodafoneZiggo, Postcode Lottery Group, and the National Library of the Netherlands. Over the years, James has trained and coached hundreds of individuals.
Hans Dekker

Hans Dekker

Associate Business Coach

Background & Experience

  • Specialist in organizational development and change management
  • Agile & Scrum Coach
  • Leadership & Team coach
  • Data-driven Systems Thinker
  • Certified Product Owner & Scrum Master
  • Facilitator & Speaker
With 15 years of experience in organizational development, Hans helps teams and leaders collaborate more effectively to achieve superior results. Using a data-driven and systemic approach, he translates complex bottlenecks into actionable interventions across strategic, tactical, and operational levels. His track record includes impactful work for organizations such as Philips, Postcode Lottery Group, Eneco, and the National Library of the Netherlands.
Freija Brouwer

Freija Brouwer

Associate Team Coach & Trainer

Background & Experience

  • Team Coach & Trainer
  • Nonviolent Communication (NVC) Trainer
  • Experienced Agile Coach & Scrum Master
  • Facilitator of team development and learning trajectories
  • Background in leadership and project management
Team effectiveness is at the heart of everything Freija does. With over 10 years of experience, she empowers teams to collaborate more efficiently and achieve sustainable results. Her approach seamlessly blends team coaching with practical training, always using human connection as the starting point. She has guided teams at renowned organizations such as Coolblue, ING, Deltion, and the National Library of the Netherlands.
Freek Gerritsen

Freek Gerritsen

Associate Product Coach and Trainer

  • Setting up and leading high-performing product teams
  • Value-driven product strategy, vision, and roadmap processes
  • Stakeholder management at executive and board levels
  • Data-driven prioritization focused on impact, KPIs, and validation
  • Training and coaching for Product Owners
As a Product Coach and Trainer, Freek specializes in data-driven product development, prioritization, and scalable platforms built for local variation. Drawing on his experience as a Product Manager and Product Owner within complex digital organizations, such as Coolblue, the National Postcode Lottery, VriendenLoterij, and VacanceSelect, he helps product teams and organizations seamlessly bridge the gap between strategy and delivery.

Let’s work together

Want to discover how we can support your organization's growth? Contact us today for a discovery call.

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