Moving forward together: how entrepreneurial Netherlands is gaining momentum

In a room filled with leading entrepreneurs, one thing became clear: the future of entrepreneurship depends on collaboration, making deliberate choices, and continuous momentum.

In brief:

• Entrepreneurship requires action: connecting, learning and following through.
• Growth is no longer about scale, but about making choices and continuously learning.
• Networks and people make the difference, especially in an AI driven world.

Presenter and filmmaker Ikenna Azuike needed less than a minute to set the tone at the Concertgebouw in Amsterdam. He went for energy, and met an incredible audience that was instantly enthousiastic. What followed was applause worthy of a full packed football stadium, immediately followed by a 90 second exercise: stand up, speak to someone you do not know and discover what you have in common.

Within ninety seconds, the essence of this edition came to life: connection.

In a room filled with the leading entrepreneurs of the Netherlands, from experienced alumni to a new generation of founders, it became immediately clear how much knowledge, experience and energy came together here. More importantly, how much there still is to learn from one another. Ahead of the announcement of the nominees, the top tier of entrepreneurial Netherlands made time available, something truly unique, to celebrate outstanding candidates and share their most important learnings. Because entrepreneurship today does not ask for a single talent, but for a multidisciplinary combination of capabilities. I am pleased to share my key insights of this memorable day:

1. Entrepreneurship requires resilience

Entrepreneurship is no longer a linear game. Geopolitical uncertainty, the impact of AI, new technologies and increasingly fast moving markets make decisions more complex than ever. Entrepreneurs therefore no longer think only about tomorrow, but develop scenarios for the long term, both in business and in life.

The world has become smaller, yet more complex. And it is exactly in that complexity where the challenge lies: keep moving, keep making decisions and stay on course.

2. Network is essential

What stood out is that no one works attains succes by its own. The entrepreneurial network built over thirty years of EY Entrepreneur Of The Year increasingly functions as an ecosystem.

Pleun Opperman, Parakar Group, captured it well: “I owe almost everything to my network, because it is not always smooth sailing. In those moments you need experienced people around you who can say: I know this, I have been in this exact situation and I will help you, this will work out.”

3. Growth requires more than scale

The diversity of companies on stage was striking, from deep technology to retail, and from financial technology to impact driven initiatives. What they share is that growth is no longer just about scaling. It is about making choices. Expanding internationally. Embracing new technologies. Adapting businessmodels. Sometimes even starting again. As several entrepreneurs demonstrated, growth is rarely a straight line.

Master category nominee Michiel Muller, Picnic, emphasized that flexibility is essential. Behind the online supermarket is now a vast logistical operation and a major success. Yet according to him, it is not about scale alone, but about continuous experimentation. “In today’s environment you need to keep learning and improving. We process orders every second and continuously see where we can do better.”

Those who keep experimenting the most will ultimately win. Or, as Muller put it: “Entrepreneurship is about continuous improvement. Every single day.” Whether it is businesses processing millions of transactions or founders redefining markets, the difference lies in the ability to keep learning continuously.

Another inspiring moment was the stage given to the next generation. Among all established names, a clear movement emerged: entrepreneurship no longer has an age. The new generation does not wait, it starts. Three vocational students, Rico Post, Jonathan Jonkman and Jurren Akkerman, took the stage with their company BinCare. What started as a schoolproject grew into a concrete business concept, based on something as simple as a daily frustration.

That is exactly where the strength lies: curiosity, creativity and the ability to turn a small problem into a scalable solution.

This is only the beginning

What this afternoon showed me is that entrepreneurship in the Netherlands is continuously evolving. More diverse than ever. More international. With more female entrepreneurs, a broader mix of cultures and backgrounds and an impressive list of nominees. From deep technology to financial technology, from retail and logistics to impact driven initiatives, each company demonstrates the breadth and promise of Dutch entrepreneurship.

It is this combination of experience and new energy that makes this edition so powerful. Entrepreneurs now entering the journey together, from intensive coaching and sharp conversations to the jury day on 6 October and ultimately the final on 9 December. A journey in which the focus is not only on evaluation, but above all on learning, accelerating and building. That makes this group not only impressive, but exceptionally promising. Perhaps the most important insight was captured in the closing message: stay connected. In a world that is becoming faster and more complex, real strength lies in connection. In sharing experiences. In building together, not just on stage, but especially beyond it.

What I take away most of all is the realization that we are part of something special. It is not just about presenting an award, but about bringing together a group of entrepreneurs who genuinely want to help each other move forward. That is where the real value lies. And that is where it all starts for me.

Curious to explore all nominees, their insights and the remarkable companies they are building? You can read more here.