Communication behaves like a system.
We calibrate it.
DON’T WASTE I is a communication performance platform.
We work with creative leaders, teams, and organisations operating under pressure — where decisions matter, time is scarce, and confusion becomes expensive. Our focus is not expression, branding, or motivation. Our focus is how communication systems behave when pressure increases.
DON’T WASTE I is a communication performance platform.
We work with creative leaders, teams, and organisations operating under pressure — where decisions matter, time is scarce, and confusion becomes expensive.
Our focus is not expression, branding, or motivation. Our focus is how communication systems behave when pressure increases.
Communication behaves like a system.
We calibrate it.
DON’T WASTE I is a communication performance platform.
We work with creative leaders, teams, and organisations operating under pressure — where decisions matter, time is scarce, and confusion becomes expensive.
Our focus is not expression, branding, or motivation. Our focus is how communication systems behave when pressure increases.
Why We Exist
The “I”
Where We Operate
Our Belief
Creative environments are full of potential. They are also full of friction. Not because of lack of talent. Not because of ambition. But because systems quietly work against the people inside them. We do the opposite. We reduce. We recalibrate. We rebuild the system so people stop fighting it.
Why We Exist
The “I”
Where We Operate
Our Belief
Creative environments are full of potential. They are also full of friction. Not because of lack of talent. Not because of ambition. But because systems quietly work against the people inside them. We do the opposite. We reduce. We recalibrate. We rebuild the system so people stop fighting it.
Why We Exist
The “I”
Where We Operate
Our Belief
Creative environments are full of potential. They are also full of friction. Not because of lack of talent. Not because of ambition. But because systems quietly work against the people inside them. We do the opposite. We reduce. We recalibrate. We rebuild the system so people stop fighting it.
How We Work
Approach
We operate in two environments.
One without the other is incomplete.
We don’t motivate people. We don’t prescribe scripts. We don’t hand out answers. We design conditions that force clarity, ownership, and better decisions to emerge.
We operate in two environments:
LAB
Frameworks. Diagnosis. Reduction.
We analyse how decisions are made, how information flows, and where friction accumulates.
FIELD
Real conditions. Pressure. Endurance.
We test systems where stakes are real and outcomes matter.
One without the other is incomplete.
We don’t motivate people. We don’t prescribe scripts.
We don’t hand out answers. We design conditions that force clarity, ownership, and better decisions to emerge.
We operate in two environments.
One without the other is incomplete.
We don’t motivate people. We don’t prescribe scripts. We don’t hand out answers. We design conditions that force clarity, ownership, and better decisions to emerge.
LAB
Frameworks. Diagnosis. Reduction.
We analyse how decisions are made, how information flows, and where friction accumulates.
LAB
Frameworks. Diagnosis. Reduction.
We analyse how decisions are made, how information flows, and where friction accumulates.
FIELD
Real conditions. Pressure. Endurance.
We test systems where stakes are real, and outcomes matter.
Approach
Founder
RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.
ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.
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.
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.
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.
(c) sub_global
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.
RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.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.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.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.(c) sub_global
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.RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.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.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.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.(c) sub_global
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.RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.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.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.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.(c) sub_global
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.
RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.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.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.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.(c) sub_global
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.RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.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.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.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.(c) sub_global
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.RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.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.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.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.(c) sub_global
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.RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.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.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.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.(c) sub_global
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.
RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.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.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.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.(c) sub_global
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.RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.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.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.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.(c) sub_global
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.RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.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.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.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.(c) sub_global
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.RACE ENGINEERING
We read systems, we see what others overlook, and we provide real-time insight and correction so people and companies can operate at their highest performance.ECOSYSTEM THINKING
Everything is connected. Decisions, workflows, language, culture — they form a single operating system. Improve one link, and the whole ecosystem becomes stronger.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.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.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.(c) sub_global
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
How We Work
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.
Direction is engineered.
Distraction is accidental.
We help people and organisations stop wasting time, energy, talent, and potential.
By fixing the systems that cause it.
Fix what’s broken.
Protect what matters.
Direction is engineered.
Distraction is accidental.
We help people and organisations stop wasting time, energy, talent, and potential. By fixing the systems that cause it.
Fix what’s broken.
Protect what matters.
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