About
DON'T WASTE I improves how creative companies think, work and communicate.
We analyse behaviour, workflows and decision patterns — treating them as systems.
The goal is simple: reduce friction, increase clarity, protect what matters.
DON'T WASTE I improves how creative companies think, work and communicate. We analyse behaviour, workflows and decision patterns — treating them as systems. The goal is simple: reduce friction, increase clarity, protect what matters.
DON'T WASTE I improves how creative companies think, work and communicate. We analyse behaviour, workflows and decision patterns — treating them as systems. The goal is simple: reduce friction, increase clarity, protect what matters.
WHO WE ARE
DON’T WASTE I is built on a systems-first approach to human performance.
The work blends strategy, communication, culture and operational clarity.
We help founders, leaders and teams build organisations that move with precision.
WHO WE ARE
DON’T WASTE I is built on a systems-first approach to human performance. The work blends strategy, communication, culture and operational clarity. We help founders, leaders and teams build organisations that move with precision.
WHAT WE BELIEVE
Creative companies perform at their best when structure and intention support imagination. Clarity is a performance tool. Behaviour is part of design.
Systems shape culture. And small, consistent improvements transform how teams move.
This is the foundation of DON’T WASTE I.
Creative companies perform at their best when structure and intention support imagination. Clarity is a performance tool. Behaviour is part of design. Systems shape culture. And small, consistent improvements transform how teams move.
This is the foundation of DON’T WASTE I.
OUR PRINCIPLES
Performance is a system — improve by 1% every day.
Remove waste, build conditions for freedom.
Lead with vision and empathy, not ego.
Culture eats strategy, always.
Keep showing up. Friction is your friend.
Performance is a system — improve by 1% every day.
Remove waste, build conditions for freedom.
Lead with vision and empathy, not ego.
Culture eats strategy, always.
Keep showing up. Friction is your friend.
About
THE NAME
The “I” is deeply personal—it stands for you. As a creative professional, your identity, talent, time, and potential are your greatest assets. The name is both a call to action and a value statement: to value your own human capital, to make every moment count, and to urge you to turn vision into action.
The “I” is deeply personal—it stands for you. As a creative professional, your identity, talent, time, and potential are your greatest assets. The name is both a call to action and a value statement: to value your own human capital, to make every moment count, and to urge you to turn vision into action.
WHAT WE DO
CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.
ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.
CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.
ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.
HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.
HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.
COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.
CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.
CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.
CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.CREATIVE PERFORMANCE
Creative performance is system performance. Clarity, structure and rhythm allow teams to produce better ideas with less friction. When the system works, creativity moves with intention instead of chaos.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.CONTINUOUS 1% IMPROVEMENTS
Progress happens in precise increments. No noise, no theatrics.
Just small improvements that compound into long-term performance. 1% better every day changes how a team thinks and works.ENGINEERING
Creative performance needs structure. Engineering brings precision to decisions, workflows and tools. It turns complexity into a clear operating system teams can trust.HOLISTIC APPROACH
We look at the full system. People, communication, processes, environment. Everything that shapes behaviour.
Holistic doesn’t mean broad, but precise, intentional and aligned.HUMAN CAPITAL
People shape performance. Clear expectations and strong communication turn teams into reliable systems. When behaviour aligns with structure, the whole organisation moves with precision.COMMUNICATION
Communication is a performance tool. Clear language removes friction, sharpens decision-making and aligns teams under pressure. Strong communication builds strong companies.
FOUNDER
Bastiaan van der Sluis (1987) has spent 15 years in the creative field, working across architecture, art, communication and leadership. He studied at Willem de Kooning Academy, the Rotterdam Academy of Architecture, and Harvard Business School (Strategy & Innovation).
Before founding DON’T WASTE I, he collaborated with brands and studios such as MVRDV, BMWi, DIESEL, Studio Roosegaarde, and served as Director of Communications at KCAP, an internationally renowned office for architecture and urbanism.
In these roles, he learned how high-performance work happens — and where it breaks.
Today, he partners with creative pioneers worldwide to connect dots across culture, communication and strategy, building systems that protect imagination and enable growth.
Bastiaan van der Sluis (1987) has spent 15 years in the creative field, working across architecture, art, communication and leadership. He studied at Willem de Kooning Academy, the Rotterdam Academy of Architecture, and Harvard Business School (Strategy & Innovation).
Before founding DON’T WASTE I, he collaborated with brands and studios such as MVRDV, BMWi, DIESEL, Studio Roosegaarde, and served as Director of Communications at KCAP, an internationally renowned office for architecture and urbanism.
In these roles, he learned how high-performance work happens — and where it breaks. Today, he partners with creative pioneers worldwide to connect dots across culture, communication and strategy, building systems that protect imagination and enable growth.
FOUNDER