part 1

[Virtual Presenter] As we embark on this transformative journey of self-discovery and growth, we will delve into the realm of entrepreneurship, where I am eager to impart my expertise and guide you through the process. Let's begin our exploration of the world of REDESIGN..

[Audio] As I traveled the world, I learned not to take myself too seriously. I used to be a perfectionist, and I would bully suppliers to get the best deals. However, I realized that my definition of success was wrong. I discovered the Entrepreneur's Pyramid, which shows that true success comes from using the Five Facets in a sustainable way. Successful entrepreneurs are those who achieve their goals while helping others, whereas "wantrapreneurs" remain stuck in their dreams..

[Audio] The copyright law requires that all original works be protected. The author has included a copyright notice informing others that they cannot reproduce or distribute the work without permission. Sebastiaan Hooft, the copyright owner, reserves all rights to his work, allowing him to reproduce, distribute, and display the work, as well as create derivative works. The inclusion of ISBN numbers provides information about the publication's format and edition. Additionally, Kevin Barrett Kane, the interior designer, has contributed to the book's aesthetic appeal..

[Audio] Before, I was a perfectionist. I didn’t have competitors; I had enemies, and I wanted to destroy those enemies. I was famous for getting suppliers to cry over the phone as I bullied them for the lowest prices and for deals that had to be better than everyone else's. Today, I still know how to negotiate, but I don’t need to demoralize and degrade people. My definition of success is different. If I use those tactics, I’m no longer a successful entrepreneur. So what does make a successful entrepreneur? For starters, I discovered what I call the Entrepreneur’s Pyramid. The ones at the top are those who succeed in a sustainable way by instinctively using the Five Facets. These entrepreneurs are the rock stars, the TED Talkers, the people living their destiny with successful ventures and helping other people do the same. At the bottom are the dreamers, the “wantrapreneurs” who never really go out..

[Audio] My near-death experience was a turning point in my life. I woke up in a hospital bed, realizing that my life had been divided into two distinct parts: before and after. Until then, I had been living the life of a rockstar entrepreneur in the Netherlands. I was on the financial magazine Quote's "Young Rich List," which charts the five hundred wealthiest self-made entrepreneurs under forty years old in my country. I had other successful businesses..

[Audio] I was constantly being interviewed by the media. Everywhere I went, people recognized me. In 2009, I was in my mid-thirties, and at that point in time, I didn’t realize I was digging my own grave. I worked from six in the morning until midnight, seven days a week. I never took breaks. I was constantly on the phone, texting or talking, or on my computer. Everything I did was about growing my companies. I was rewarded for that because everything was great from a financial perspective. But the more my companies grew, the less of an individual I became. Meanwhile, I was out of shape and grossly overweight. Often, I would have two business meetings in one evening so I would just go to dinner twice. Everything I ate was comprised of fat, salt, and sugar. When I did something besides work, I felt guilty. My girlfriend - well, actually now my ex-girlfriend - finally said to me, "Next time we get invited to one of my friends' birthday parties, maybe you should just stay home. All you talk about is work. It bores people." I didn’t realize I had turned into this really annoying guy. Although once I got on the Quote Junior 500 list, people did want me at their birthday parties just so they could tell their friends that I had been there. But nobody knew who I really was primarily because I didn’t know who I really was either. So I ended up doing everything by myself. That's not how we're wired as human beings. We're social beings who need both connection and community..

[Audio] When I plummeted into an abyss physically, mentally, and emotionally, I realized I couldn't keep going like that. I eventually ended up in a mental hospital where I stopped eating, drinking, and sleeping. It's impossible to maintain that pace for long, and eventually, you'll crash. That's exactly what happened. It was complete burnout. My goal in sharing my story is to help others avoid the same fate. I'm assuming you're reading this because you're an entrepreneur or aspiring entrepreneur seeking financial and creative success alongside a fulfilling personal life. Most people believe you can only have one or the other, but I'm here to tell you that it's possible to achieve both. I've learned that you can't change your life unless you first decide to do so. This realization came to me during my time in the hospital, where I had nothing but time to think. I began to ponder the question, "Why are we here on earth?" After some reflection, I had a breakthrough. I started thinking about the way lions live their lives, specifically the lioness, who is the hunter of the pride..

[Audio] As I reflect on my journey, I realized that if we could just spend our days as humans the way a lioness spends hers, we'd be happy. We're here on this planet to have a comfortable life, a high-quality life. And that's exactly what I did. I flipped the switch in my head and decided to live a happy life. I'm not perfect, I make mistakes, but I've changed for good. I've learned that true happiness doesn't come from external sources, but from within. It's about recognizing what truly matters and aligning ourselves with it..

[Audio] It is not human nature to be unhappy. Aristotle believed that a genuinely happy life requires the fulfillment of a broad range of conditions, including physical as well as mental well-being. This realization changed my life forever. After spending months in the hospital, I left on a beautiful spring day, knowing that my social environment would try to pull me back into my old self. To resist this, I began redesigning my life, step by step. Now, I'm here to guide you on your own journey to become a happy, healthy, and successful entrepreneur. I grew up in a small town near Amsterdam, where nothing much happens. People work in Amsterdam during the day, and we have two shopping malls and parks filled with young mothers and older people. That's where I come from..

[Audio] When my dad used to say, "If you get the chance to be an entrepreneur, grab it because it's better to work for yourself than anyone else," he was sharing his experience as a pinball machine entrepreneur. He believed that seizing opportunities and taking control of your life is essential. According to him, working for others can limit your potential and freedom. This mindset has influenced my decisions and goals throughout my life..

[Audio] As a young boy, my father shared stories about his entrepreneurial experiences, including one where he contracted to buy pinball machines from a supplier. Despite the initial promise, the deal ultimately ended in disappointment due to his fear of not being able to sell the machines. This experience taught him a valuable lesson: seize opportunities as an entrepreneur if you get the chance. His words inspired me to start my own entrepreneurial journey at the age of fourteen. I set up a business in my parents' house, creating mixtapes with hard-core house music and selling them in the schoolyard. The demand was high, and I essentially founded my own record label. Later, I ventured into document transcription services and selling computer equipment at a technology fair. However, I soon realized the importance of connecting with others and avoiding isolation as an entrepreneur..

[Audio] As I continued to work at Gartner, I realized that I didn't have a mentor to guide me through the challenges of entrepreneurship. Books on the subject were scarce, so I decided to join another company to gain experience and learn from others. Like Steve Jobs, I had left college early to pursue my passion, and I landed a job as an executive at Gartner, providing strategic advice to technology companies. I was earning a good income, but I was young and eager to learn. On my first day, I made a bold move by replacing the old magazines in the lobby with my own copy of the Dutch Financial Times. Although I thought it was a clever idea, my manager disagreed, calling me into her office to remind me that my role was to generate revenue, not to clean up the office. This experience taught me that working for a company that doesn't value its employees is not a healthy environment. It took me a year to understand this lesson..

[Audio] Most of us become entrepreneurs not because we want to, but because something inside of us knows there's just no other option. I was twenty-five, and I soon cofound an Internet retailer that sold computer gear. It quickly became one of the biggest Dutch companies of its kind. We started the company in 2002, and by 2008, I was one of the richest people in the Netherlands. I should have been on top of the world, but I wasn't. I never took one second to look at what we were achieving. When we received an award or reached a sales target, it was just an endorsement for me to work harder. I wish I had celebrated my wins. Today, when I mentor people, I try and make them aware of what they've already accomplished and what they have right now. The only thing I looked at was how we could grow faster, and it was never enough even though the company was increasing revenues every year. Even when we received one of our biggest honors---being chosen by accounting firm Deloitte as one of Europe's five hundred fastest-growing companies---I felt nothing inside. It was just another piece of information..

[Audio] As I walked out of the hospital, I had some fundamental questions about what had defined my success and how I nearly destroyed myself. Those are the questions people always ask when I give talks today, wanting to know how to become successful, avoid burnout, and survive the challenges they face. Whether you're young and ambitious or older and struggling, you're searching for answers to these questions. There's a way to achieve sustainable entrepreneurship, and I'm here to share it with you..

[Audio] When we think about changing our lives, we often focus on the changes we want to make, but we forget to consider the consequences of those changes. We're afraid of taking responsibility for the outcomes, and that's what holds us back. But the consequences of not making the decision to change can be far more devastating. I've been there, done that, and got the T-shirt. I burned out, overworked, and almost destroyed my life. But then I made the decision to change, and that's when things started to shift. Look for the life preserver whenever you're going through a crisis. Life will always throw you a lifeline, and you can use it to paddle towards the shore. Don't be afraid to take the leap, and remember that the journey is just as important as the =====.

[Audio] When I joined the start-up accelerator as its entrepreneur in residence, I felt like a kid growing up with animals in the Jungle Book, only to meet humans and realize I'm a human too. Being surrounded by entrepreneurs and having the chance to significantly impact them, I learned that all my knowledge was valuable to others. I didn't know it at the time, but I was transitioning from being an entrepreneur to becoming a mentor and teacher. I enjoyed advising startups and sharing my expertise with the next generation. However, I felt pressured to start a new business mainly because everyone kept asking me when I would do so. During a trip to San Francisco, I saw thriving micro-roasteries like Blue Bottle Coffee Company and similar trendy spots. I decided to open one in the Netherlands, not just to serve excellent coffee in a beautiful setting, but to create a halfway house for creative individuals in transition. Some people had lost their jobs or been fired, while others had experienced health issues and weren't ready to work full-time. They could apply to join our roastery, where they'd fill bags with coffee, serve customers, and perform various tasks to keep the place running. Although they wouldn't receive pay, they wouldn't be stuck at home alone, searching desperately for job openings. Instead, they'd work in a lively atmosphere filled with music, surrounded by like-minded individuals..

[Audio] The realization dawned on me that I had a calling beyond running a business. I recognized that refining and sharing the process with others was my next venture and perhaps my most important one. Many books on entrepreneurship focus solely on building businesses, neglecting the importance of quality of life. My goal is to provide a framework that bridges the gap between personal and professional growth..

[Audio] When we consider relocating to a new location, whether it's a career shift or launching our own venture, we typically assume that upon arrival, we'll finally experience happiness. However, this isn't always the reality. Our issues tend to accompany us, similar to the items in our luggage. To attain genuine happiness and fulfillment, we must prioritize what brings us joy and well-being, and subsequently align our business objectives with that foundation. This might appear unconventional, but it's crucial to acknowledge that we're designing our lives, not someone else's. By integrating our health, happiness, and business goals, we can create a life that accurately reflects who we are intended to be..

[Audio] When we learn to rebalance, we're not just acquiring new skills, but also adapting to shifting situations. This process demands openness, curiosity, and calculated risk-taking. By adopting this perspective, we cultivate greater resilience and self-assurance in facing ambiguity..

[Audio] As I walked into the lobby of the shooting range, the room fell silent. We were in the middle of the Texas Panhandle, in a room full of cops polishing their guns. They were huge, taciturn dudes. You probably already know that everything in Texas - from steaks to women's hair - is bigger than anywhere else in the United States. These guys were large and in charge. All eyes focused on us. I don't think any of them had seen any Dutch people before. We had arrived in Texas a couple of weeks earlier and had been just driving across the state, stopping in little towns, listening to country music, and getting a feel for things. When I saw the sign off the highway that said, "Amarillo Police Department 17", I knew we were in the right place..

[Audio] We walked into the shooting range, and the room fell silent. We were surrounded by police officers, huge and taciturn, polishing their guns. Everything in Texas seemed bigger, including these men. They were in charge, and our presence was unusual. I introduced ourselves, and the room began to buzz with excitement. The officers were thrilled that we were interested in their world and gave us a tour. They even offered us the chance to try out the shooting range, after a mandatory psychological test and some training. My girlfriend and I took them up on the offer and didn't miss too many targets. When we returned to the building, they presented us with a certificate. I'm now likely the only person in Amsterdam with an Amarillo Police Department shooting license..

[Audio] The idea of taking a trip to Quantico drew me in, and I soon discovered I needed a change of scenery to determine my next steps. Impulsively booking flights to Virginia, I instead found myself captivated by a Texas tourism ad. With thoughts of deserts and cowboys, I convinced my girlfriend to join me. We arrived in Dallas during the sweltering summer, experiencing heat unlike anything I'd known before. To avoid excess luggage, we opted for carry-ons, which caused some confusion at customs. At the rental car agency, a helpful young man offered us a good deal on an economy car, but surprisingly handed over a sleek black SUV, reminiscent of those from Criminal Minds. With our new ride, we set off on an unforgettable adventure..

[Audio] In Texas, I learned how to rebalance by experiencing a normal existence, which included eating properly, sleeping eight hours a night, connecting with real people, and enjoying myself. This was a significant change from my previous, chaotic lifestyle. During this time, I also began a new chapter of traveling the world, visiting fifteen countries on three continents to learn about entrepreneurship. In Texas, I discovered the importance of a culture of generosity and community. For instance, when we got a flat tire in the middle of nowhere, we encountered a strange and scary atmosphere at a nearby farmhouse. However, a truck eventually arrived, providing assistance..

[Audio] As I watched that giant of a man from Texas fix our car, I realized that I had spent fifteen years working in the Netherlands without ever stopping to help others in their darkest moments. Now, here in the middle of nowhere, a complete stranger was showing me kindness without expecting anything in return. This encounter forced me to confront the question: What had I done so far in my life to help others around me? As I observed this Texan gentleman fix our flat tire, I decided that I would start giving to others without expecting anything back. In the Dutch culture, many people believe that if you give something to someone, they will automatically reciprocate. However, I'm convinced that the state of Texas has its own set of challenges, and I'm sure that this kind stranger's actions were not motivated by any expectation of reciprocity..

[Audio] I learned what paying it forward means when I started my journey outside my country to research and refine the Five Facets of Sustainable Entrepreneurship. I found all the people I interviewed through referrals and serendipity. My criteria for locations were that I went primarily to sunny countries because it rains enough where I live. Before my walkabout, I used to think of myself as a man of the world, having gone on business trips to Japan, China, and the United States for a day or two and thinking I'd seen those places. However, going to Texas taught me how to get underneath the skin of a place. To truly understand a country, you must connect with its people. This experience occurred during a trip to San Francisco, where I met the person who became one of my best friends. On my first night there, the apartment where I was staying had bedbugs, and I contacted the landlord, Sri. He was genuinely concerned about the situation and wanted to resolve it promptly. Sri, a laid-back individual from India who grew up in California, around forty years old, immediately placed us in one of his other apartments, which resembled something out of MTV Cribs: four bedrooms, flat-screen televisions, leather couches, and a porch with a view of half of San Francisco. The bathroom was roughly the size of my living room in the Netherlands..

[Audio] When I reflect on my past, I realize that I've always been focused on building relationships based on mutual benefits. During my stay in San Francisco, I experienced something unique. Sri, a kind-hearted person, took me under his wing and showed me genuine hospitality. He made sure I was comfortable, even offering me a new apartment for free. Our friendship grew stronger as we spent more time together, sharing meals and laughter. This experience taught me that true connections can be formed beyond mere transactions. I began to see the beauty in blending different cultures and traditions, as I witnessed at Sri's daughter's birthday party. The fusion of Chinese, Indian, and American cuisines was a revelation - it worked harmoniously, and I felt liberated. This realization sparked a deeper inquiry within me: how could I break free from my own cultural biases and prioritize the well-being of others? Today, as I mentor entrepreneurs, I emphasize the importance of shifting their focus from personal rewards to the success of their colleagues and partners. This mindset has led to remarkable breakthroughs in their work..

[Audio] As I traveled the world, I learned not to take myself too seriously. Before, I was a perfectionist. I didn't have competitors; I had enemies, and I wanted to destroy those enemies. I was known for getting suppliers to cry over the phone as I bullied them for the lowest prices and for deals that had to be better than everyone else's. Although I still know how to negotiate, I don't need to demoralize and degrade people. My definition of success is different. If I use those tactics, I'm no longer a successful entrepreneur. What makes a successful entrepreneur? For starters, I discovered what I call the Entrepreneur's Pyramid. The ones at the top are those who succeed in a sustainable way by instinctively using the Five Facets. These entrepreneurs are the rock stars, the TED Talkers, the people living their destiny with successful ventures and helping other people do the same. At the bottom are the dreamers, the "wantrapreneurs" who never really go out, start a business, and make it succeed. Contrary to popular opinion, the bottom of the pyramid is important because that's where a lot of creativity and new ideas are incubating and buzzing around. In the second layer of the pyramid are entrepreneurs who are making and selling real businesses, but they need help getting to the next level. All the layers need one another, and my contribution is to keep knowledge flowing through each one. I'll talk more about some of the challenges inherent in the Entrepreneur's Pyramid in the next chapter..