Amsterdam Business Forum 2025 in 5 powerful quotes

‍One day. 3,000 leaders, managers, and entrepreneurs. And the 5 very best speakers on optimistic leadership. Amsterdam Business Forum 2025 is a wrap. That’s why we’ve captured the day for you in 5 quotes. Of course with context and practical lessons you can apply right away.

But first, let’s take a moment to beam, bounce, and toast (bubbles ready? Here we go):

🔥 WHAT. A. DAY!

🚀 WHAT. A. LINE-UP!

🤩 WHAT. A. CROWD!

Alright. Now for the quotes.
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Block 1: the optimistic future

Peter Hinssen: "If you don't take change by the hand, it will take you by the throat."

Peter Hinssen distills his whole keynote into one line: leaders can either proactively embrace change or be dragged along byit. In volatile markets, waiting until circumstances force you to act puts you at a disadvantage. The best leaders don’t just respond to change, they anticipate and shape it. This mindset builds agility, resilience, andcredibility with teams who look to leadership for direction during uncertainty.

So here’s the lesson for you: don’t wait. Identify one area today where you can lead change before it forces itself upon your organization. That single proactive move could be the difference between staying relevant or falling behind.
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Sanna Marin: "I believe that values are the most important tools we leaders have. Values guide us. They help us find better solutions."

Sanna elevates values to the status of practical leadership tools. Far from being “soft” concepts, values provide clarity when the path is unclear. They function like a compass, helping leaders prioritize and make consistent choices in complex situations. Shared values also strengthen communities and organizations by providing a common foundation that transcends short-term interests.

So here’s the lesson for you: don’t treat values asposters on the wall. Actively use them as decision-making filters in your leadership practice. When faced with tough choices, ask: which option best aligns with our values? That discipline will earn you trust and alignment across your organization.
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Block 2: the optimism mindset

Eliza Filby: “What we need to fundamentally continue is humanizing the workplace.”

After decades of digitization and the AI boom,Eliza reminds us that the core of work is still human connection. Listening, caring, and communication cannot be automated. They are what make organizations resilient.

So here’s the lesson for you: let AI take care of efficiency. Your job as a leader is to protect the human side of work, creating spaces where people feel heard, valued, and connected. Focus on small-team interaction instead of only big organizational programs. Reward those who teach, care, and listen, not just the loudest performers. And build in practices that help younger colleagues master basics like phone etiquette while supporting older colleagues to grow their AI skills. It’s these simple, everyday actions that keep work human. And your organization ready for the future.
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Neil Pasricha: “Before you look at your phone, ask yourself three things: I will let go of …, I am grateful for …, I will focus on ….”

Neil stresses how the first minutes after waking are critical for your mindset. If you grab your phone, you flood your brain with stress and other people’s agendas. Instead, he says, use that short window to prime your brain for positivity. Starting the day happy isn’t just a mood boost. It makes you more productive, creative, and resilient. Happiness, in his view, is the fuel for performance.

So here’s the lesson for you: move your phone out of reach and spend the first two minutes of your day with pen and paper. Write one thing you’ll let go of, one specific gratitude, and one focus for the day. This simple routine trains your brain to notice positives first, and that shift in mindset cascades into stronger leadership and better results all day long.
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Block 3: the practice of optimistic leadership

Simon Sinek: “Optimism is the undying belief that the future is bright, but it is not naïve.”

Simon draws a sharp line between optimism and toxic positivity. He isn’t telling leaders to sugarcoat reality. Instead, he urges them to name the hardest truths and acknowledge the pain, while still holding an unshakable conviction that the team can overcome them together. That balance of honesty and belief creates trust: people feel seen in their struggle, yet inspired to act. It’s not blind cheerleading; it’s grounded hope.

So here’s the lesson for you: when you give tough updates, use Simon’s arc: start with reality, name the difficulty, outline the collective path forward, and close with conviction. This mix of realism and optimism is what makes people follow you when times get hard.
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5 speakers, 5 quotes – and next year a brand-new ABF!

In 2026 we’ll once again host the leadership event of the year. Friday, September 18, Taets Art and Event Park, Amsterdam Area.

The first speakers are already confirmed!

🔥 Eva de Mol – leading tech investor
🔥 Seth Godin – marketing & leadership legend
🔥 Jacinda Ardern – former Prime Minister of New Zealand
🔥 Steven Bartlett – host of TheDiary of a CEO
🔥 Ahmed Aboutaleb – voted ‘Best Mayor of the World’
🔥 Ikenna Azuike – host

Will you be there?