We want to share the things that we vigorously believe in. These are the things that drives our behaviour, brand thinking, and culture. We did not invent our Heartbeats overnight, rather, it was a process that stretched across several years.

  1. We always experiment with newness
  2. Action deserves to be celebrated
  3. Knowledge is for all
  4. We are free to live our own life
  5. Sports keeps us healthy, happy, and inspired
  6. We love warm lunches
  7. Everybody is welcome
  8. We don’t take ourselves too seriously
  9. If you look closely, beauty is everywhere
  10. Think emotive

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1. We always experiment with newness.
We love new ideas, new technologies, and new thinking. We believe we can only develop ourselves if we are constantly prepared to embrace new ways. We see our company as a playground for creative thinking. Because we are curious creatures.

2. Action deserves to be celebrated. 
Everything that happens is the result of our own actions. Sometimes we succeed, sometimes we fail. Sometimes it is not clear what it might lead to. But whatever we do, it takes courage to take action. And we just love to throw a party to share what we do. Because we are party animals.

3. Knowledge is for all.
We are a small organisation with a limited client base. Our science-based knowledge, methods, and tools can only make an impact if we share it with like-minded people around the world. Because giving is all we have.

4. We are free to live our own life.
We believe in personal responsibility. Our personal and working life is intertwined and we see our co-workers as our friends. That’s why we don’t have fixed holidays or working hours. That’s also why we are picky in the people and organisations we aspire to work with and for. Because we have one life to live.

5. Sports keeps us healthy, happy, and inspired.
Our co-founders are sporty people. Kim used to be a semi-professional dancing queen. Alexander is a skiing instructor and long distance runner. Without sufficient physical activity we don’t feel sharp. That’s why we encourage people to train. We organise weekly bootcamp and run for charity together. Because everybody with a body is an athlete.

6. We love warm lunches.
We believe that eating together creates social bonds. The typical Dutch sandwich with milk is not our idea of a hospitable lunch. Kim’s roots are in Indonesia, that’s why we love nasi goreng for lunch (or even for breakfast). Alexander lived many years in Indonesia and Italy, so he simply loves warm lunches. And fortunately, there are many wonderful restaurants in Amsterdam.

7. Everybody is welcome.
We are a warm, open place for people who share our interest in people, beauty, and technology. You are more than welcome to come by, whether it is just for a coffee or for more. And when we are too busy, we will let you know. Because we love hospitality.

8. We don’t take ourselves too serious.
We do not aspire expensive cars, fancy suits, or exquisite watches. In the end, the only thing what really matters is a caring relationship with one’s loved ones, friends, and our community. Because we are ordinary people and are proud of that.

9. If you look closely, beauty is everywhere.
People are capable of tremendous things if they have a purpose, if they can be part of something bigger. We beautify the world by bringing meaning to the forefront. Because meaning is where the actions starts.

10. Think emotive.
We play, game, and shake people on a creative leap. We believe in a co-creative approach where we all matter and have a voice. We show we care. We surprise people with our tiny deeds of goodness. Because we are human.