Creating Conditions for
Creative Freedom

Build the systems, clarity and culture that let creative work breathe — every day.

Learn More

Creating Conditions for
Creative Freedom

Build the systems, clarity and culture that let creative work breathe — every day.

Learn More

Creating Conditions
for Freedom

Build the systems, clarity and culture that let creative work breathe — every day.

Learn More

Creating Conditions
for Freedom

Build the systems, clarity and culture that let creative work breathe — every day.

Learn More

Creative industries shape our culture, our cities, and how we see the world. But too often, the people behind them are held back — by broken systems, messy communication, and outdated ways of working. Talent isn’t the problem. The conditions around it are. Don’t Waste I exists to change that.

By building the structures that creative people need to work smarter, grow sustainably, and stay true to their edge. Whether it’s optimising workflows for a small design studio, rewriting a brand’s voice, or helping a founder find clarity — we create conditions for creative freedom.

What we’re doing feels urgent. Not loud or flashy. Just quietly essential. We’re not here to make more noise — we’re here to help others cut through it. We work with those who don’t just want to build cool things — but to build them better. For the long run. For the people behind the work. And for a future that’s worth showing up for.

We’re here to champion human capital, helping people and businesses tell their stories, connect with the world, and find their potential. Because when communication works, it doesn’t just solve problems—it changes lives. It fuels industries that can shape future generations' culture, economy, and society.

Art and creative thinking aren’t just expressions—they’re powerful tools for solving complex problems, driving impactful innovation, and creating better services and products that enrich our daily lives socially, culturally and economically.

But creativity often gets wasted too easily. Lost in messy communication, unclear positioning, and inefficient workflows. Not from a lack of talent, but from everything around it.

I started Don’t Waste I to change that. Not as an agency. Not a consultant. Think Director of Performance in sports, but for creatives. Working behind the scenes.

Cutting waste. Strengthening decisions. Keeping things from breaking when scaling. Small, deliberate improvements that add up to something bigger.
Art is more valuable than money, so nurture it well.

Creating conditions for freedom means:


  • Giving ideas space to grow

  • Giving teams the tools to collaborate with less friction

  • Giving individuals the clarity to move with confidence

Look around: favelas transformed with cable cars, bringing hope to streets that once felt forgotten. Performances that pull emotions out of spectators who didn’t even know they had them. Fashion brands building cult-like cultures with followers who’d die for the mission. Or urban designs that don’t just map streets—they create community and connection.

Cutting waste. Strengthening decisions. Keeping things from breaking when scaling. Small, deliberate improvements that add up to something bigger.
Art is more valuable than money, so nurture it well.

People first. Strong teams. Smart leadership.

Human Capital

People first. Strong teams. Smart leadership.

Human Capital

Communication

Cut through the noise. Say what actually matters.

Communication

Cut through the noise. Say what actually matters.

Performance

Fix what’s broken. Optimise what works. Repeat.

Performance

Fix what’s broken. Optimise what works. Repeat.

How I Offer My Support

01 Collaborate

Start a Partnership to empower your business.

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01 Collaborate

Start a Partnership to empower your business.

Start Now

02 Playbook

Sharing insights, tips and personal interests.

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02 Playbook

Sharing insights, tips and personal interests.

Start Now

03 Stories

Learn from others or share your own story.

Start Now

Creativity is as personal as it gets. When you’re happy, you create better. That’s human capital—a resource we all have, but not everyone knows how to nurture. All it takes is belief, being heard, and a work environment that doesn’t eat you alive to ignite that inner fire.

Let’s get real: the world doesn’t need more brands chasing profits at all costs or creatives burning out in a system designed to chew them up and spit them out. We need clarity, communication, and a human-centred way of doing things.

Look around: favelas transformed with cable cars, bringing hope to streets that once felt forgotten. Performances that pull emotions out of spectators who didn’t even know they had them. Fashion brands building cult-like cultures with followers who’d die for the mission. Or urban designs that don’t just map streets—they create community and connection.

Cutting waste. Strengthening decisions. Keeping things from breaking when scaling. Small, deliberate improvements that add up to something bigger.
Art is more valuable than money, so nurture it well.

About the Mission

Empowering creative professionals—so they can do better what the world desperately needs and deserves: imagine better ways to live, lead, and create.

Creating Conditions
for Freedom

Let's Collaborate

Helping creative businesses to communicate better, work smarter, and grow sustainably—without losing their creative edge.

Optimising Communication Performance

Listen Now

Listen to the Podcast. 
Learn from creative experts & talents nearby.

Their Stories: The Podcast

Playbook:
How to Start Optimising

Playbook:
How to Start Optimising

Book Now

One conversation. One story.
A memory that lives on — for friends, family, yourself, and future generations.

Your Story: Capsule Talks

My Story

My Story

Why I do what I do.
More about my mission and myself.

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Learn More

My Story

Why I do what I do.
More about my mission and myself.

Learn More

Learn More

My Story

Why I do what I do.
More about my mission and myself.

Learn More

Learn More

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Logo

Contact

Contact

Email

Email

Instagram

Instagram

LinkedIn

LinkedIn

Location

Rotterdam

The Netherlands

Location

Rotterdam

The Netherlands