Leadership interview series: Hans Lagerweij

The CORE Leadership Series presents a curated collection of in-depth interviews with inspiring industry leaders worldwide.

In this interview, we speak to Hans Lagerweij, Founder / CEO, Strategy Consultant at Flying Dutchman Consultancy

Hans, originally from the Netherlands, holds an MBA from Erasmus University Rotterdam and an MA in Brand Management. His early career foundation was built in brand activation, development, and sales roles within the packaged consumer goods industry. He then transitioned to the travel and tourism sector, where he has a proven track record of leading, turning-around and growing businesses. His experience includes CEO and President roles at Quark Expeditions and Victory Cruise Lines as well as leading international businesses for Albatros Travel and serving as a Senior Vice President at Four Seasons. Hans now leads Flying Dutchman Consultancy, focusing on growth strategies. He is also a Non-Executive Director of ClickCore Strategies and a board advisor for several startups. His book “The Why Whisperer, how to motivate and align teams that get your strategy done” was released in May 2025

Tell us a little about yourself and your business. 

Initially building my background in expedition & luxury cruises and travel consultancy, my focus has since sharpened. While I still advise innovative companies like Aroya Cruises, Clickcore Strategies and Atmosfy, my primary mission now is solving the 'strategy execution gap.' I’ve codified 15 years of turnaround experience into my book, The Why Whisperer, how to motivate and align teams that get your strategy done. It was recognized with the Strategic Leadership Services of the Year award from Corporate LifeWire. I've moved from doing turnarounds to teaching the award-winning system that makes them repeatable."

What’s the most important leadership lesson you’ve learned? 

My foundation is Stephen Covey’s principle: 'Seek first to understand, then to be understood'. His son Stephen M. R. Covey actually noted in his endorsement of my book that it 'will equip leaders with the tools they need to both align their workforce and inspire their people'. I’ve evolved this into the Chief Listener concept: Strategy fails when it’s a boardroom secret; it succeeds when it becomes a 'whisper' in the office.

What do you see as the biggest challenges currently facing the landscape? 

The 'strategy execution gap'. Research shows that a staggering 95% of employees are unaware of or do not understand their company’s strategy. In the luxury space, I’ve always admired how Matthew Upchurch and the team at Virtuoso focus on human connection. As Matthew noted in his praise for the book, 'how you make people feel will be the ultimate differentiator and margin protector in the age of AI'. The challenge isn't creating a 100-page PowerPoint; it’s translating that plan into a 60-second Reverse Elevator Pitch that every single staff member can explain with pride.

Where do you think the most promising investments should be focused? 

The intersection of heart and system. I am investing in how AI, through innovating new platforms like Parrot, can create 'digital feedback loops'. It allows a CEO to be a 'Chief Listener' at scale—maintaining that intimate, high-touch connection Matthew Upchurch refers to when he talks about 'defensible business models' that move beyond mere automation.

Looking back, what has been the most pivotal moment in your career? 

Turning around Quark Expeditions was a major milestone, but the COVID-19 pandemic was the 'great pressure test'. It proved that companies with a strong, shared 'Why' survived. That period was the catalyst for this book. Seeing it receive its award and being described by Fritz Joussen (Ex-CEO of TUI) as a 'practical framework' for high-performing teams has been the most fulfilling turning point of my career.

What advice would you give emerging leaders? 

Stop trying to sell your vision. It is not about achieving “buy-in”, it is about a collective effort. Start listening until you hear your vision being whispered back to you. As the endorsements from Covey and Upchurch suggest, this is about enhancing human connection through lived purpose. If you want to move from “vision to victory”, remember strategy is for everyone, or it’s for no one."