Meet Rob: Leading with trust

Over the coming weeks, we’re sharing stories from the leaders of the Novature companies. Who are they? What drives them? And how does their leadership shape the culture we’re building at Novature?

"Learn, earn, return" 

For Rob, this motto says it all: keep learning, grow with purpose, and give back to the people, organizations and communities around you. No big words, just deep convictions. His style? Stay close to the people and partners, listen, reflect, and lead with trust.

With over 26 years of experience in the international tech industry, Rob made a move to leave tech giant HP Inc. and first took a sabbatical. Then he moved to Companial, a smaller company and a change from the hardware to the software and services side of the technology sector. As he explains: "Here, I can truly learn new things and make an impact with the team. Companial has a strong culture, a team that’s bursting with energy and expertise, and it has an engaging and international partner community.”

A world in motion

Artificial Intelligence is rapidly reshaping the Dynamics business landscape. The great thing is that Companial is at the heart of this transformation. Rob sees it as his mission to embrace that future alongside his team and create positive change. “Step into the unknown and embrace it with urgency. That gives new insights and learning while you shape the future.” Not through tight control, but through full trust and empowerment of the team." An example is how he worked closely with the board to define a 3-year strategic plan in Munich, after a period of travelling and listening to the countries. "We also went with all employees to Barcelona. On the business day, I involved many people on different subjects, and we did co-create our purpose together with the entire organization. "It was a fantastic experience: so much energy, trust, and deep engagement."

Leadership starts within

A defining moment in Rob’s leadership journey was his sabbatical, during which he walked the Camino Primitivo. He chose the original route through the hills and mountains from Oviedo to Santiago de Compostela. Unforgettable. "I took my father with me, spiritually. He had passed away of ALS, but in his final year he taught me so many valuable lessons about who I am, what really matters in life, and the importance of staying true to your personal course."

That journey led to the creation of his moral compass, shaped by five core values: balance, positive energy, curiosity, authenticity, and integrity. "That compass helps me stay grounded every day, in both small and big decisions." Rob’s father remains a powerful source of inspiration. In 2012, Rob stood on stage as a finalist for the SMA Award for Commercial Leader of the Year. His father, beaming with pride, was no longer able to walk or stand, but when Rob received the award, he somehow stood up and clapped with full conviction. "That moment still moves me. It made me reflect deeply on who I am and what truly matters in life."

Learn, earn… return

Beyond his corporate roles, Rob has always found ways to give back to society. He spent over a decade driving sustainability efforts within the Dutch tech sector through NL Digital and ICT Milieu. He has also been a guest speaker at Nyenrode Business University and remains actively involved as the chairman of his local tennis club. "I believe in giving back to communities. I have had the privilege to learn and do a lot of different things, now I want to help others grow both in and outside of work."

Leadership in practice

At Companial, Rob embraces question-based leadership: listen before judging, build trust, and help people grow. Leadership develops daily, not in a day. "Sometimes I see people acting too quickly. I believe in slowing down in order to accelerate with conviction. Understand first, then act." During his first few months, Rob joined the board before officially becoming CEO. This was a great idea from my predecessor Louis. "That ramp-up phase gave me the chance to observe, listen, and align on the right course with the team.He also actively invests time in coaching employees and embraces leadership development. I’m convinced of this: leaders create new leaders."

A culture that resonates

Companial’s culture struck a chord with Rob from day one. "The four values, Care, Own, Enjoy, and Create, aren’t just written down. They’re truly lived. You see it in how people treat each other and make decisions. To me, these values matter more than any strategy. As they say, culture eats strategy for breakfast. It is true. These values are the foundation."Through activities like the ‘compliment shower’ and the yearly Values Awards, these values are made visible. "It’s more than just fun, it keeps reminding us of our core values and keeps them alive, it defines our team."He also highlights the importance of balancing high performance with trust. "You’re allowed to speak up, drive accountability with honest feedback and be direct as long as you do it with respect. That leads to better conversations and better decisions."

From HP to Companial: Fresh perspective, same principles

After years at HP, Rob enjoys the immediate impact he can make at Companial. "At HP, you’re steering a tanker. Here, you’re on a speedboat. You're closer to the market, and you can better move things."What makes Companial unique is our combination of software and services, our deep expertise and the strong, international partner community. "Our mission is to help every Dynamics partner exceed expectations. Whether they’re transitioning to the cloud or exploring the new world of AI and Agents, we guide them with the right tools, knowledge, and community support."

The future of leadership

Reflection plays a key role in Rob’s leadership approach. After events or country roadshows, he often follows up with colleagues for debriefs. What worked? What could we have done better? “Reflection isn’t a luxury, it’s essential." So, what does the future demand from leaders? "Curiosity, resilience, and the ability to embrace the unknown. Especially in the context of AI. No one has all the answers. But leaders need to put it on the agenda. That’s how new insights emerge."

To Rob, leadership is not about directing from above, it’s about empowering people to find their own compass and potential, so they can steer with confidence. Even when the landscape is shifting quickly.