Innovation only works when the benefits are easy to understand!


My job is to help you make your products, services, and ideas more intuitive.

My specialty is to turn complex value propositions into messages that your clients, colleagues, and stakeholders will listen to.

To achieve this, I've developed a simple but powerful framework that will help you always communicate with more clarity and to convert more opportunities into business. 

I typically work with businesses with complex value propositions and long B2B sales cycles such as financial services, consulting, and the scientific industry.

More specifically I have developed a simple method that can help you:

  • Understand what is really going on in the hearts and minds of your ideal clients.
  • Make innovative and complex propositions easy to understand.
  • Create business stories that your prospects, colleagues and stakeholders will listen to.
  • Build a repeatable system to convert more opportunities into business during long sales cycles.

Baldwin turned our thinking about our clients and how we best serve them completely upside down. It has enabled us to focus first and foremost on the inter-personal and human interactions rather than the tasks or services we offer them, thereby ensuring a more meaningful and genuine development of client relationships. Within 24h of our session with Baldwin, our team was busy putting all we had learned into practice!
— Liesbet Peeters, Managing Partner D. Capital Partners

“Baldwin’s presentation about our future society and a digital business transformation was not only an eye- opener for the complete audience, his enthusiasm and concrete examples showed clearly that transformation is not a threat but a great opportunity for all our employees.”
— Walter De Groof, Chief Digital Officer, Computer Profile Group

The work that Baldwin is doing with content-driven inbound marketing is like a fresh breeze in the financial services industry. It is helping business and individuals position themselves to build deeper relationships and provide the products and services that truly matter in this increasingly connected and social world.
— Nilofer Merchant – Fellow at The Martin Prosperity Institute on “New Power