I’m Johan. People who know me well describe me as someone who quickly cuts to the core of a problem, doesn’t dwell on elegant theories, and would rather start solving today than write a report tomorrow.

But that approach didn’t happen by chance. It’s the result of 30 years of experience in industrial and B2B environments — from multinationals to family-owned SMEs.

First experience: Vive la France
My career didn’t start behind a desk. As a business engineer with an additional degree in international marketing, my first assignment was launching a new herbicide for French winemakers. I drove through nearly every wine region between Bordeaux and Lyon — no GPS, no mobile phone, but armed with people skills and commercial drive. A lesson I’ve never forgotten.

Rubber and tyres: exciting and international
Seven rich years at Bridgestone/Firestone followed, where I grew from marketing assistant to European Marketing Manager for the Agricultural Tyres division. International projects, complex markets and a solid commercial foundation — it shaped me.

The fascinating world of metal fibres
At Bekaert Fibre Technologies, I became the company’s first true marketing manager in an engineering-driven organisation. My mission: guiding the transition from production-driven to customer-centric thinking. The philosophy I learned there still guides me today:

After marketing, I led two innovation projects from concept to market, then took on the role of Sales Manager for France and the Benelux. Ten years at Bekaert — a lot learned, a lot of travel, many lasting friendships.

The world of SMEs
After 17 years at large corporations, I made the move to the SME world as General Manager of Boralit, a family-owned rotational moulding company in Aalter. Shorter decision lines, creative use of limited resources, a direct relationship with the entrepreneur. This is where I realised what truly makes the difference — and where I do my best work.

Ebucon is born
In February 2014, I founded Ebucon. Not to write reports that end up in a drawer, but to genuinely help family-owned manufacturing companies grow — with strategic advice that works in practice and commercial support that delivers results.

Today I work towards that mission every day, together with entrepreneurs who want to move forward.

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