Gijsbertus van Wulfen

Gijsbertus van Wulfen is a rare gem who finds joy and reward in helping others thrive in their business. After experiencing his own frustrations as an industry innovator, he developed the groundbreaking FORTH innovation methodology, which doubles innovation effectiveness. Now, this methodology is available in thirteen languages, empowering innovators worldwide to create meaningful impact.

Having authored seven books on innovation, The Innovation Maze was even honoured as Management Book of the Year. He happily remarks, "My greatest achievement is the ability to inspire and change the mindsets of hundreds of thousands of people worldwide through my books, YouTube videos, LinkedIn posts, and keynote speeches—helping them innovate their lives, their work, their organisations, and even their countries."

Gijsbertus's journey to becoming one of the world's leading keynote speakers on fostering innovative mindsets was driven by the frustration he candidly shares. During the first fifteen years of his business career, he encountered numerous obstacles as he tried to help organisations take their business to the next level. He says, "Even when innovation was desperately needed, uncertainty often took control and prevented progress. However, after developing and sharing the FORTH innovation methodology—empowering organisations to innovate from within—the innovation roadmap led me across the globe as a sought-after keynote speaker and workshop facilitator."

Having been driven by an endless passion to help everyone, he genuinely loves sharing insights and empowering others on their innovation journey. Being Dutch, his approach is characterised by a direct and spontaneous style, which reflects my enthusiasm and authenticity.

In 2006, he founded a successful innovation method called FORTH—an acronym derived from the first letter of its five steps: Full Steam Ahead, Observe & Learn, Raise Ideas, Test Ideas, and Homecoming. This method has been successfully applied worldwide across B2B and B2C markets and by non-profit organisations. He describes the FORTH method:

1. This method begins by drafting a clear innovation assignment. 
2. Fifteen weeks after the kick-off, the internal innovation team presents five innovation business cases for mostly radical innovations to senior management. 
3. It is a practical and structured approach to transforming an idea into an innovative business case.

He mentions, "FORTH is widely used to generate new products, services, business models, markets, customer experiences, and internal ways of working. It creates the start of a real culture of innovation in organisations, as the FORTH methodology has proven to double the effectiveness of the stage-gated innovation process."

With over 40 years of experience, Gijsbertus feels that the nature of innovation has significantly transformed. He feels that in the 1980s and 1990s, it was primarily focused on new product development. However, he has seen that since the 2000s, driven by digitalisation and the rise of startups disrupting markets, innovation has expanded to include service innovation, new business models, customer experiences, organisational innovation, and social innovation. While innovation has become a buzzword, many organisations are still hesitant to embrace it themselves.

Gijsbertus, who has worked with companies worldwide, has identified 15 key barriers to innovation, which he also presents in his new book, ‘Breaking Innovation Barriers’. Here are five barriers or obstacles faced by an organisation:

1. Fear of Failure: The Killer of Bold Ideas
Fear of failure often paralyses organisations. But without risk, there's no reward if a company is sticking to "safe" incremental changes, it's missing out on opportunities.

2. Bureaucracy: Slow and Suffocating
Endless approvals, red tape, and rigid procedures that hinder progress. When bureaucracy takes over, ideas get stuck before they even have a chance to take off.

3. Organisational Silos: Innovation's Worst Enemy
When departments don't communicate, ideas remain trapped in silos. Breaking down these barriers is crucial to fostering cross-departmental collaboration.

4. Resistance to Change: The Comfort Zone Trap
Middle managers often prioritise quick wins, avoiding new ideas that require time to prove their value. However, real innovation demands the courage to step outside the comfort zone.

5. Risk Aversion: Playing It Safe Won't Pay Off
Organisations that always play it safe ultimately stifle innovation. Taking calculated risks is essential to staying competitive in today's fast-paced market.

The quality that makes people resonate with Gijsbertus is that he channelled his ability to tell stories because he felt people loved hearing stories because they remembered them best. He says, "Beyond engagement, I have the courage to challenge my audience, prompting them to think critically. What truly helps me change mindsets, however, is sharing real-life stories from my own experience as an innovator, having worked directly within the industry myself." 

For him, the biggest reward for his work is witnessing people grow and push beyond their comfort zones. He feels elated when he sees them learn, experiment, and develop valuable skills. Like a proud teacher, he mentions, "By the time they present their final pitches to the board of directors, I feel an immense sense of pride watching the innovation team deliver outstanding presentations."

Gijsbertus feels that travelling the world, leading innovation journeys, and working with people of all ages and diverse cultures is a constant source of inspiration for him. When he keynotes at innovation conferences, he always stays until the end to soak in insights and inspiration from other brilliant speakers. Lastly, he shares his thoughts with Inobal's worldwide audience and says, "I'd love to share one of my favourite quotes: 'Innovation doesn't stop at the first NO! That's the moment it truly starts.' I look forward to inspiring you on stage in your country, sharing fifteen proven strategies to drive impactful innovation. Let's innovate!"