Jeroen Kraaijenbrink is a strategy writer, speaker, trainer and advisor. He guides, trains and coaches leaders and organizations in the generation and execution of strategy. Characteristic for his way of working are his grounded attitude and pragmatic approach. Together with leaders and employees Jeroen explores and leverages what makes them and their organizations unique and what drives and binds them.

In all his work, Jeroen aims at making sure that people don’t get carried away by what happens around them and stay close to themselves. This is also the common theme in his books “The Strategy Handbook: A Practical Guide for Making Strategy Work”, “No More Bananas: How to Keep Your Cool in the Collective Madness”, "Unlearning Strategy: The 10 Most Persistent Strategy Myths to Forget Immediately" and "Strategy Consulting."

As adjunct associate professor at the University of Amsterdam Jeroen teaches strategy and coaches students with their thesis projects. In a similar role, he is also adjunct faculty at TSM Business School. He has MSc degrees in public administration and industrial engineering & management and a PhD in management from the University of Twente where he has worked as assistant and associate professor. He also has been visiting scholar at the University of Virginia and the University of Minnesota. His most recent initiative is Better as Strategy—an online strategy learning platform and community for continuous learning and improvement.