UMIO and Brightlands Chemelot Campus start breaking bread!

On Tuesday morning October 30th, it was an early rise and shine for a mixed company of more than 60 academics, entrepreneurs and professionals from local companies and SMEs, international organisations, government institutions and NGOs. Their first topic of the day: a Breakfast Booster with UMIO at the inspiring campus of Brightlands Chemelot. It was the first time that both parties partnered up for an informal teaser session by UMIO’s executive teaching faculty. The concept is simple yet powerful: participants meet new people in an inspirational setting and gain hands-on academic insights for their professional practice, all in just two hours.

Strategic Discipline

Starring in this Booster was Prof. Dr. Edward Huizinga who holds a professional chair in Strategy, Innovation and Change at UMIO. In an interactive session named “Strategic discipline: what we can learn from Nike, Johnson & Johnson and the All Blacks”, he took the audience on a tour of the strategy, innovation and change landscape, stressing the importance of purpose and incorporating insights from behavioral economics into strategy execution.

Promising start

The joint initiative was very well received, with several participants already inquiring about the next edition. The compact early morning format, in combination with a broader theme that provides insights beyond the daily routine of professional practice, was much appreciated.


I am very much involved with innovation and growth, and this is a good way to get an insight into cutting edge academic research in this field at Maastricht University. The breakfast session is an appealing format, and a good initiative to make connections between academia and a wider field of interested professionals.

Erik Joosten,  CEO Arion Group.