Background Business
Entrepreneurial lessons from a politician/entrepreneur
Whether you want to be elected in the elections or want to sell something, it all works the same way according to Klaas Dijkhoff. How do you stay 'top of mind' as an entrepreneur with your product or service, that is the question the former VVD minister and currently co-founder and partner at Sue & The Alchemists tried to answer during the seminar 'Insights Live' that was held on Tuesday 4 February during the ABN AMRO Open 2025 tennis tournament. The Agribusiness Award was also presented during the seminar.
"We are all super complex in a simple way", states Dijkhoff. By this he means that (purchase) decisions are not made rationally, but in about 98% of cases intuition or instinct is used and a decision is made quickly and automatically. In the 2% to 5% where reason is at work, it is often still used to explain a decision that has already been made, according to Dijkhoff. It is therefore important for entrepreneurs to be 'top of mind', he concludes. "Unknown makes unloved, unchosen and unbought!"
We follow the behavior of others, especially if people recognize or appreciate the product, according to the former politician. According to him, this also applies to important choices in life, such as choosing a partner. "Whether you sell beer (with a nod to the Bavaria advertising campaign in which he was Prince Carnival last year as a former politician, ed.) or want to be elected." He takes the last elections as an example in which, according to him, a handful of politicians were 'top of mind', but Geert Wilders was completely in the spotlight, both positively and negatively. And when satirical programs say: "Geert Wilders is not milder, the brain only thinks: milder." According to Dijkhoff, Harris had no chance of becoming 'top of mind' in the US in a month.
Klaas Dijkhoff
Framing is very important, says Dijkhoff. In the context of the Agribusiness Awards he uses an example from agriculture and horticulture. "When growing vegetables and crops, you focus on keeping them whole," he simplifies the issue. He also arrives at protecting crops by combating what threatens them. That plays on feelings: "Combating them doesn't feel good, even though you know rationally that if you don't use any resources, there won't be enough food for everyone," says Dijkhoff. According to him, opponents exploit that feeling, which he illustrates with a picture of a field full of spraying people in protective suits. "It's hard work to change that image."
What also works on the feeling is the (unconscious) confirmation of the social norm. Dijkhoff takes a news headline as an example: 'Dutch people eat too little fruit and vegetables'. The social norm here is: eat little fruit and vegetables, because everyone does. Dijkhoff: "If it is true in perception, then it also has real consequences." For example, Tesla has never communicated that it is better for the climate, but it has created the image of being a 'cool car' and you do not order energy drinks and sparkling mineral water but Red Bull and Spa Rood. And those who are not market leaders can still attract attention with a stunt, as (there he is again) Bavaria did with a campaign with actor Morgan Freeman in 2017.
Finally, the advice that Dijkhoff gives entrepreneurs is both simple and complex: start by putting yourself in the shoes of the person you want to sell to and be 'top of mind' by being very present in your market or niche.
Linda van Eekeres
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