Not really knowing what to study, Joeri decided to "give Chinese a try" at a time when it wasn't yet a big hype (People had no idea why he had chosen to study Chinese).

Four years later, degree certificate and full scholarship (granted by the Dutch and Chinese Embassies) in hand, he rocked up in Beijing and completed a year's International Business and Economics course, conducted solely in Chinese.

Focusing on leadership development and organisational change, he's worked in the consulting and training field for most of the ten years he's been in China.

Needing a fresh challenge, Joeri joined ?What If! in 2007, setting up the Innovation Capability side in Asia, where he continues to inject innovative behaviours and structures into the numerous clients' businesses that he's worked with, producing impressive, sustainable results.

When not training, Joeri loves to get creative with sound, by jamming on his guitar, bass or drums - in fact, anything that can be classed as musical when you hit it!