Beyond Experience: Reflections from the Transformation Economy
Amsterdam, January 2026
The Transformation Economy: Beyond Experience event in Amsterdam became a meeting point for leaders, alumni and professionals eager to explore what the next era of business truly demands. Hosted by Start Reverse in partnership with Hotel School The Hague in its Amsterdam auditorium, the event brought together dozens of leaders from diverse industries for a focused and thought-provoking programme centred on transformation, leadership and human flourishing.
At the heart of the gathering was the international launch of the new book by Joe Pine, one of the world’s leading thinkers on economic value creation. The morning combined keynote insights, interdisciplinary perspectives and meaningful dialogue — followed by a book signing and an exclusive VIP alumni roundtable.
Setting the context: What’s relevant in 2026
The programme opened with André Wiringa, Founder & CEO of Start Reverse and host of the event. Known for his work on relevance-driven leadership, André challenged the audience to look beyond trends and predictions.
In What’s Relevant in 2026, he argued that relevance will be defined by behaviour, not positioning. Leaders and organisations that act with purpose, consistency and humanity will be the ones able to guide real transformation — for their people, their customers and society at large.
Hospitality as a force for transformation
Paul Griep followed with a deeply human perspective on leadership change. With a strong background in hospitality education and leadership development, Paul connected the future of the industry to the inner world of its leaders.
In his session, Hospitality as a Force for Transformation, he introduced the concept of Immunity to Change. His key insight: leadership programmes often fail not because they lack quality, but because leaders are unconsciously designed to resist change. True transformation begins when leaders are willing to surface and work through those hidden barriers — a message that strongly resonated in a people-centric industry like hospitality.
Setting the context: What’s relevant in 2026
The programme opened with André Wiringa, CEO of Start Reverse and host of the event. Known for his work on relevance-driven leadership, André challenged the audience to look beyond trends and predictions.
In What’s Relevant in 2026, he argued that relevance will be defined by behaviour, not positioning. Leaders and organisations that act with purpose, consistency and humanity will be the ones able to guide real transformation — for their people, their customers and society at large.
Hospitality as a force for transformation
Paul Griep followed with a deeply human perspective on leadership change. With a strong background in hospitality education and leadership development, Paul connected the future of the industry to the inner world of its leaders.
In his session, Hospitality as a Force for Transformation, he introduced the concept of Immunity to Change. His key insight: leadership programmes often fail not because they lack quality, but because leaders are unconsciously designed to resist change. True transformation begins when leaders are willing to surface and work through those hidden barriers — a message that strongly resonated in a people-centric industry like hospitality.
A perspective shift: seeing the earth anew
The morning continued with Janine Geijsen, who invited participants to zoom out and reflect on their role in a much wider system.
In Perspective Shift: Seeing the Earth Anew, Janine challenged leaders to rethink growth, responsibility and impact through the lens of planet and society. Her session highlighted that transformation is not only organisational, but ecological and collective — starting with how leaders choose to see the world.
The Transformation Economy: beyond experience
The centrepiece of the event was the keynote by Joe Pine, author of The Experience Economy and now Transformation Economy and co-founder of Strategic Horizons. Building on his seminal work on the Experience Economy, Joe introduced the next economic shift: from experiences to transformations.
He challenged organisations to move from entertaining customers to supporting aspirants — people seeking meaningful change in their lives. Businesses, he argued, must take responsibility for outcomes, helping individuals achieve their aspirations and contributing to human flourishing across communities and society.
Following the keynotes, the morning concluded with a book signing, a networking lunch and an intimate alumni roundtable. These moments allowed participants to deepen the conversation, connect across disciplines and reflect on how the ideas shared could be applied in practice.
We extend our sincere thanks to Hotel School The Hague for its partnership and for allowing us to host the global launch in Amsterdam, and for providing a setting that encouraged thoughtful exchange.
To Joe Pine, thank you for your trust and partnership in allowing us to host the global launch of The Transformation Economy.
We also thank Paul Griep, Janine Geijsen and André Wiringa for their powerful contributions and leadership.
Join the Movement
At Start Reverse, we believe that people do not just want a place to stay. They want a reason to belong. Our Reverse Thinking® approach helps leaders, brands, and teams build cultures where purpose leads and experiences matter.
Learn more at www.startreverse.com and be part of a movement that turns relevance into impact.
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