Wouter de Vries jr. has an interesting résumé.  He was a lumberjack, kibbutz volunteer and road-sweeper. Not for a week, but for almost ten years. “When I was in my twenties I could only think in terms of freedom and happiness. I was in a state of born-to-run euphoria. I travelled a lot and worked hard. I studied Economics, but at the time I felt that was a complete waste of time. I was left-wing, idealistic and recalcitrant. I loved it!”

Nowadays, Wouter de Vries jr. teaches service management at the Free University of Amsterdam. “It feels like playing a home match”, says de Vries, who is one of the most important authors and keynote speakers in the Netherlands in his field. He wrote 14 books on marketing and management, for example

• `Dienstenmarketing Management’ (‘Service marketing management), De Vries jr., Wouter & Piet J.C. van Helsdingen (2005).
• `Strategische Dienstverlening’ (‘Strategic service management’), De Vries jr. & Goud (2003), (Dutch, English and German edition)

Wouter de Vries jr. is actively involved in six MBA programs in the Netherlands. In-home he has rendered his services to approximately 150 organisations. His work is best described as ‘criticism with a smile’. He wears his heart upon his sleeve and, and the same time, enjoys life. De Vries jr. knows how to appreciate a good joke. His lectures are always interactive, which makes it easier for him to fool his audience and get the message across. He addresses themes that are relevant in almost any management environment. Discussions usually go on way after his lecture has ended. “At the age of 35 I bought my first suit and matching tie. At present I am familiair with the plush in the board room, but I am still at ease on any work floor.”