The world is changing fast and it is changing the entire landscape of the world. Women being in the driving seat of these new-age ventures, there is a transformation in the economy, culture, and business ecosystem. The stable ecosystem women are trying to instill in different business streams is simply incredible.
And our search brought us to a seasoned serial entrepreneur with almost 20 years of experience who has left an indelible mark on the business landscape. Wendy Broersen is the founder of Superpeople Company and they literally are Superpeople!
Let’s witness her story!
The Super Women!
Her dynamic journey includes multiple entrepreneurial ventures, numerous awards, and even hosting her own Dutch TV show. Wendy is not just a CEO and founder; she’s also a program manager and guest lecturer for the DEI Master Program at the University of Amsterdam, showcasing her expertise in diversity, equity, and inclusion.
A true innovator, Wendy introduced the revolutionary inclusion model AIM, detailed in her book ‘NOT for HR,’ which has been published in two languages. As the driving force behind the Superpeople Company, Wendy focuses on assisting organizations worldwide in attracting, retaining, and developing their diverse workforce. Known for her unconventional approach, Wendy thrives on doing things differently when conventional methods fall short, ensuring impactful and swift results.
Mission and Vision
Talking about her vision and mission, Wendy says, ‘The primary objectives of my profession revolve around fostering diversity and inclusion within organizations, with the overarching goal of creating truly inclusive environments. Our mission is to propel organizations towards embracing diversity, recognizing that inclusive workplaces yield numerous benefits. We firmly believe that diverse teams lead to improved performance, increased innovation, and overall employee satisfaction.’
‘Our vision is rooted in the belief that every individual possesses the potential to contribute valuable solutions to the world’s most significant challenges. I am convinced that those capable of solving these problems already exist, a mathematical likelihood given the vast population of our planet. The obstacle lies in the fact that these potential problem solvers often go unheard, unappreciated, and lack access to quality education. Discrimination based on age, gender, sexual orientation, disability, skin color, or socioeconomic status often hinders their impact,’ Wendy added about Superpeople.
An Unconventional Approach
When we asked what sets you and Superpeople apart, Wendy replies, ‘What sets us apart from other organizations in the DEI strategy, consultancy, and training landscape is our extensive experience, spanning over 12 years—long before DEI became a mainstream topic. Unlike competitors, we offer a wealth of knowledge derived from navigating the DEI terrain when it wasn’t in vogue. We generously share our insights for free, demonstrating our commitment to advancing the field and fostering genuine change.’
Explaining her approach Wendy says, ‘Our unique proposition lies in our unconventional approach. Recognizing that conventional methods may have limitations, we embrace innovative tools such as gamification, virtual reality (VR), augmented reality (AR), activation events, and inspiration-driven initiatives. Rather than merely discussing diversity and inclusion, we are dedicated to catalyzing tangible change within organizations. We prioritize action and focus on practical steps, pushing clients to implement solutions immediately.’
‘Furthermore, our commitment extends beyond initial engagements. We provide continuous support through weekly inspiration, ensuring that our clients remain on the trajectory of change. By combining our historical expertise, forward-thinking strategies, and commitment to dynamic methodologies, we position ourselves as leaders in the field, delivering a unique and effective approach to DEI that stands out in the industry,’ Wendy further adds.
Envisioning the Future
Perspective can make a difference and this is how she is making the difference. Talking about that she explains, ‘My perspective on expanding our company’s service portfolio and operational scope beyond 2024 is shaped by the evolving landscape of diversity and inclusion, particularly driven by increasing regulations in Europe. As these regulations continue to gain momentum, I anticipate a future where diversity and inclusion become as integral as sustainability initiatives. This shift is not limited to Europe and North America; it is a global trend that will permeate the rest of the world.’
‘Currently focusing on Europe, I envision our company extending its reach into East Asia and Africa. While this expansion promises exciting opportunities, it also brings the challenge of navigating diverse cultures and distinct regulatory frameworks. However, I am optimistic, recognizing that fundamental human needs and desires are universal. Whether in Europe, Asia, Africa, or beyond, people share a common desire for appreciation, respect, equal opportunities, and a positive work environment.’
‘The prospect of expanding into new regions beyond 2024 is driven by a belief in the universality of human values and needs. It’s an exciting venture that aligns with the global trajectory towards prioritizing diversity and inclusion, and I am confident that our company can successfully navigate the cultural nuances and regulatory landscapes of diverse regions, fostering positive change on a broader scale,’ Wendy concludes.
Super Women’s Advise
Advising the young women dominating the business domain, Wendy says, ‘Adopting the principle of “pay yourself first” proved transformative for my company’s prosperity. It was a pivotal shift that occurred when I recognized the importance of self-compensation to foster business growth. Striking a balance in remuneration—ensuring it’s sufficient for personal needs without excess—creates a foundation for a stress-free private life. This alleviation of personal stress, in turn, enables unwavering focus on business matters. Initially resistant, I discovered the wisdom in the airplane safety adage: “Put on your oxygen mask before assisting others.” Acknowledging the significance of self-care became a cornerstone, allowing me to offer more robust support to my team and clients. This change not only kept me in good spirits but also fueled my commitment to keeping the company on a winning streak.’
