Our story
Redesaign was founded by Jorre Rienstra and Andre Hendriks. Two people who saw how much serious work goes into AI inside organisations, and how rarely that work shows up in the results of the organisation as a whole. Not because the wrong choices are being made, but because the order is almost always reversed: technology first, process second.
The thesis is simple: value only appears at organisational level once the work and the organisation change with it. Start with the technology and you speed up a way of working designed for a different era.
Redesaign is that methodology. Built on a hundred years of organisational theory and validated by the most recent research into AI adoption.
Redesaign works with organisations that see AI as something that will shape their future. Some of our clients have years of experience with GenAI, custom GPTs and agentic workflows. Others are just starting out. That distinction tells us little. What we look for is a leadership team that believes the greatest value comes from redesigning the work itself, and that is ready to start now. For us, that is the only real requirement.
Strategist who understands technology and business. Connects the possibilities of AI to business practice and translates them into concrete process designs and fitting technology choices.
More than 25 years of experience client-side at leading brands, as Global Business Lead at Meta/Facebook, and as founder of The Gorilla Effect. Initiated and implemented many digital transformation programmes. LLM and MA Economics, Utrecht University.
Organisational scientist and experienced consultant. Designs how work, roles and collaboration are set up and translates that into coherent work processes.
An organisational scientist by training. Entrepreneur, investor, and former managing partner at Highberg/Verdonck, Klooster and Associates (VKA), a leading IT and management consultancy. 30 years of international experience at the intersection of finance, IT strategy, process redesign, and change management. Worked at board level for KPN, Vodafone, and T-Mobile among others. MSc Organisation and Management (University of Amsterdam), MBA RSM Erasmus, certified supervisory director Nyenrode.
Methodological roots
The Redesaign methodology synthesises the best from three proven traditions and resolves the well-known challenges of each.
The radical premise: start with a blank slate. The willingness to eliminate steps rather than optimise them.
The visual, collaborative structure. One shared framework that the team fills in itself.
The iterative logic and the train-the-trainer principle. Iterative working and knowledge transfer.