The Amsterdam Business Forum 2024 theme is 'Courageous Leadership'. How are the speakers connected to the overall theme of ‘Courageous Leadership’ and to each other? Below you will find an overview of the seminar’s storyline and the connections between speakers and their talks.

This edition of Amsterdam Business Forum is divided into three subthemes:

1. Courage to Grow: How can we improve the way we grow?
2. Courage to Focus: How do we stay resilient in challenging situations?
3. Courage to Lead: What does it mean to dare to lead?

~ Below this image you will read more about every subtheme and it's speakers ~ 

Block 1. Courage to Grow: How can we improve the way we grow?

Elke Geraerts, a Belgian expert in resilience, will explore the idea that Focus is the New Gold. In today’s VUCA world (Volatile, Uncertain, Complex, Ambiguous), personal growth and development depend on adopting habits that help us maintain focus on our Big Goals. She will explain how we can avoid distractions — chasing after "rabbits" when our true target is "elephants" — and stay focused on what truly matters.

Adam Grant, a professor at Wharton, will share insights on how to unlock our hidden potential. Drawing from scientific research, he will introduce a new framework for raising aspirations and exceeding expectations. His talk will delve into the character-building and motivational strategies needed to realize untapped potential.

Block 2. Courage to Focus: How do we stay resilient in challenging situations?

Margriet Sitskoorn, a Dutch professor of clinical neuropsychology, will present a lecture on the Psychology of Willpower. She will explain how willpower functions in the brain and discuss practical ways to strengthen our determination and focus.

Joseph Oubelkas will recount his extraordinary life story of resilience. Wrongly convicted and sentenced to 10 years in a Moroccan prison after drugs were found in the building where he was working, Joseph endured horrific conditions but maintained hope. After 1,637 days, he was finally released. His gripping story is a testament to the power of resilience, optimism, and unwavering willpower.

Block 3. Courage to Lead: What does it mean to dare to lead?

Brené Brown will bring her expertise on Courageous Leadership to our event. She will explore why we often find it easier to talk about courage than vulnerability and what it takes to choose courage over comfort. Brené will discuss how we can become courageous leaders and how we can encourage others to embrace courage and vulnerability in both work and life.

Michiel Muller, one of Holland’s most celebrated serial entrepreneurs, will close the talks on leadership. Known for founding Tango (the first unmanned gas station), Route Mobiel (roadside assistance), and Picnic (grocery delivery), Michiel’s approach is simple: “Start and adjust along the way.” He will share how he challenges the status quo in traditional, saturated markets.


Amsterdam Business Forum will bring you an magnificent line-up with speakers!

You will return to your team with new ideas on: 

• Adapting to change: Stay focused and resilient in a shifting world.
• Unlocking potential: Inspire growth and push beyond perceived limitations.
• Leading courageously: Foster vulnerability, innovation, and bold decision-making.