‘Van weten naar doen’: TLAB helpt organisaties op eigen kracht transformeren

Improven has a new label. TransformationLAB (TLAB) helps organisations become future-proof by focusing on the missing link in countless transformations: behaviour. Because while people's behaviour is the connecting link between strategy and results, it still gets little attention. We asked Justa de Graaff why that is, and how TLAB ensures that people actually become the driving force behind any transformation.

What makes an organisation future-proof? In an age of constant innovation, organisations are invariably told to keep up with the latest technology.

Currently, it's AI that is ringing the bell - a technology widely praised for its ability to mimic human brainpower. Because thinking, that's what we humans are good at. But a thought in itself is nothing - what matters is what you do with it. And according to Justa de Graaff the challenge.

"Making plans, writing strategies, setting goals - we can do that like the best of them," she outlines. "But how do you turn all those fine words into action? How do you as an individual, as a team and as an organisation actually display the behaviour to match?"

That by far the most change processes fail does not come from a lack of plans. And so AI (or any technology) is not going to help either by adding yet more or better plans, facts or brainpower. "The missing link between strategy and results is almost always behaviour," insists Justa. "And with that, people are the key to a successful transformation."

Underserved child

This vision has long been the common thread in Justa's career. Starting about two decades ago within Deloitte's Strategy Finance and Operations department, she made the switch to Organisation & Change after a few years internally. From then on, she has only been involved in change management for over 15 years now.

"If leaders show the right behaviour, the rest will also follow more quickly."

All these years, experts have relentlessly stressed that people must be at the centre of any organisational change. So how is it possible that transforming organisations anno 2025 still structurally pay too little attention to their employees? The answer, it turns out, is already somewhat hidden in the challenge.

"Here, too, you see that gap between knowing and doing," Justa outlines. "Often the importance is mentioned, but in practice it turns out to be very difficult and exciting. When it comes down to it, it is often the first jar that is turned over when there is a little less budget after all."

By heart

Thus, humans are and will remain the underdog. With the launch of TLAB Justa helps organisations change this. She leads group of experts behind the new label of Improven.

"We focus 100% on people. Hence it is also a separate label," she explains. "We do collaborate with Improven as a deepening of their offering, but also do projects completely independently."

Specifically, TLAB focuses on organisational transformation and team and leadership development. "Leaders play a crucial role," Justa stresses. "That's where it starts: if they show the right behaviour, the rest will also follow more quickly."

At the same time, especially in the higher management layers, it proves difficult to get that movement going. "Those people are verbally very strong and like to engage in discussions. But that is a defence mechanism. It is much harder to take an open look at yourself, including the sides you might not be so happy with."

"We are creating an environment where people can and dare show themselves."

Justa likes to take managers out of their comfort zone. "We start safely, to get to know each other and find a common language with which to discuss behaviour. But after that, we do something to get them out of their minds precisely. This can be done through a wide range of interventions, you can even think of an ice bath or breathing sessions. Then it's no longer about knowledge but about feeling - and then everyone is equal."

Breaking patterns

This allows TLAB's team to use all kinds of tools to get people, teams and organisations moving. "Think intervision, one-to-one coaching, LEGO Serious Play, other serious games, meditation, team building and much more. Exactly what we deploy depends on the specific situation."

While the concrete tools may vary, the underlying vision is consistent. "The core is to break through ingrained patterns, by creating an environment where people can and dare show themselves - including blind spots and vulnerabilities. Only then will there be room for growth and connection."

Ownership is crucial in this. "People must learn to take responsibility for their actions and results. And dare to hold others as well as themselves accountable, so that agreements are not non-committal."

Perhaps the biggest challenge is preventing employees from falling back into their old patterns anyway. "We can get together at a beautiful castle, walk over fire, come to the deepest insights and learn to communicate with each other differently, but the important thing is to make that remains do when you are back in the office afterwards."

"Leading such a new label means I am stepping out of my comfort zone again myself."

And that simply comes down to practice. "If you really want to make an impact, you have to start training like a top athlete," argues Justa, who himself played handball in the premier league. "We also continue to support this, for example with team coaching. That also works as a big stick, otherwise you don't keep practising. It really is a journey you embark on together."

Scratches on your soul

For Justa, the launch of TLAB is a nice provisional crowning touch to the journey she herself has been on for so long. "I am in awe of being able to do this now, this is what I have always wanted," she says.

A few years ago, however, she would not have been able to do it, she acknowledges. "You have to have taken some steps for it and also fallen down a few times, have some scratches on your soul. You ask others to go out of their comfort zone, then you have to know what that means yourself."

"And with leading such a new label, I myself am stepping out of my comfort zone again," she adds. "I also have to step into my light. And that feels quite vulnerable."

Under its own steam

Asked about her concrete ambitions for TLAB, Justa points above all to the impact she wants to make. "Of course we have targets and we want to grow, but mainly to do as many fun projects with fun clients as possible. So if you also want real change, drop by! We want to make organisations vibrant."

Because that starts with people, she stresses again - especially in this digital age of constant change, where one transformation is no longer enough.

"Employees are often portrayed as obstacles - they are said to be in resistance and therefore block change. But they are actually the driving force - as long as you invest in them. Then you not only successfully realise that one transformation, but create an agile organisation that can handle any transformation on its own."