WHAT DRIVES THEM
The academy of customer centricity
Trusted by TEAMS AT
Mission Statement
We’re here to spark real change by empowering people and organisations to make a positive difference in the world. Through practical tools, hands-on frameworks, and a good dose of inspiration, we help you unlock your potential to tackle the challenges that matter. Whether you’re a budding changemaker or an established leader, we blend innovation, teaching, and consultancy to create solutions that don’t just tick boxes but truly matter – all while keeping ethics and sustainability at the heart of it.
Vision
Our dream is simple:
A world with less plastic clogging our oceans, healthcare systems that work for people, healthier diets that nourish, a thriving humanity, and living in harmony. Everything we do is about empowering others to lead this change – so that together, we make the world better, healthier, and far more liveable for generations to come.
Values
We believe in showing up with integrity, empathy, and a drive to make things better.
We’re supportive, ethical, collaborative, innovative, and reliable because it’s not just what we do – it’s who we are.
With experience spanning everything from global brands to scrappy startups, toys to healthcare, and top innovation consultancies, we bring a fresh, unique take on helping you make an impact.
Balancing business needs with doing what’s right is our everyday commitment, and we’re ready to help you create change that counts.
While you're here, if you want to learn more about what we do, feel free to grab our proprietary framework used by 1000s of professionals worldwide to get rich insights from their users and stakeholder interviews - quickly and easily.
Still undecided but want a taster of all the techniques you'll learn?
Grab this GRAMS Method PDF (which is good, but the course is way better!)
GRAMS Method™ Guide
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What They Say
Simon - Experience Lead
Gary's GRAMS framework- a structured and rapid way of running and decoding user interviews has become the de facto standard within our office
Emiel - EO
Gary ran a workshop at our EO retreat and his GRAMS framework was extremely insightful to decode the customer experience for the Startups. Multiple founders are now using his GRAMS framework and are seeing impressive results!
Wana - Founder of Ullabelle
Gary led a workshop on his proprietary customer research techniques for our group and my mind was blown. he has immense knowledge on how to get to the core of your customers problems and work towards creating a solution.
“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
What Drives Them
Roc Boronat 117
Barcelona, Spain 08011
garyvb @ what drives them . com
Hours
Monday - Friday
10am - 6 pm
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