The science of ultraperformance
WHAT IF ALL YOUR BUSINESS PROBLEMS ARE, IN FACT, ONE AND THE SAME?
Well, we have news for you
THAT IS A
SCIENTIFIC FACT.
Over the past 25 years, several scientists have studied the behavior of leaders and their companies. Among them are our co-founder, scientist, author, and entrepreneur Eric Bartels, as well as American researchers such as Jim Collins, Morten Hansen, Richard Ryan, and Edward Deci.
Their research reveals a crucial insight that very few leaders recognize, let alone understand.
In essence, there are two fundamentally different ways of thinking and working within companies and, by extension, within our economies.
Extrinsic thinking and working
FROM THE OUTSIDE IN.
The vast majority of companies, 95% in 2026, think and work extrinsically, from the outside in. Their starting point is to increase shareholder value.
They constantly scan market conditions, competitors, and commercial opportunities to determine how best to achieve this. They then develop products and services as a means of generating revenue and profit.
This goes hand in hand with a culture in which processes and procedures direct the work toward financial targets.
- Seeking to increase shareholder value
- Scanning the market for opportunities to increase shareholder value
- Developing products and services accordingly
- A culture of processes and procedures focused on financial results
- Revenue, profit, and shareholder value
But is this the best way to maximize revenue, profit, and shareholder value?
Intrinsic thinking and working
FROM THE INSIDE OUT.
A very small percentage of companies, 5% in 2026, think and work intrinsically, from the inside out. Their DNA determines the specific value they aim to create and deliver to make the world a better place.
They develop their products and services to deliver that value. The organization has a creative culture of self-actualization, in which people have the freedom to draw on their natural talents, work autonomously, and create that value together.
Revenue, profit, and shareholder value are the result.
- DNA
- A better world by creating and delivering specific value
- Specific products and services that deliver this value
- A creative culture of self-actualization
- Revenue, profit, and shareholder value
Or is this the best way to maximize revenue, profit, and shareholder value?
Business logic and architecture
750 to 1,500 times as much business value per product or service
The two groups of companies operate with fundamentally different business logic and architecture.
Here is what makes this so fascinating: intrinsically driven companies, focused on creating maximum value for their customers, generate between 750 and 1,500 times as much business value per product or service as their closest competitor. The remaining competitors fall within a range of just 1 to 5.
Apple under Steve Jobs was the first example of such an intrinsically driven company. In 2018, Apple also became the first publicly traded U.S. company to reach a market value of one trillion dollars.
The consequence
CHANGE THE
ARCHITECTURE.
And perhaps the most interesting finding of all:
The relevant scientific studies conclusively show that, on average, 95% of all business problems disappear on their own when a company transforms its extrinsic business logic and architecture into intrinsic business logic and architecture.
The research behind BECOME
25 YEARS.
NEARLY 700 CEOs.
100 COMPANIES.
Over 25 years, our co-founder Eric Bartels has fully mapped this intrinsic business logic and architecture. He conducted in-depth interviews with nearly 700 CEOs, administered psychological tests to them, and studied 100 companies from within over extended periods of time.
He has presented his findings in several bestselling books, published in the Netherlands and internationally. He also gives regular lectures on his research to international audiences.
He calls intrinsic thinking and working BECOME, and extrinsic thinking and working MAKE.
Building on this research, he and his fellow founders established BECOME Institute, a scientific institute that organizes research into the behavior of leaders and enterprises worldwide.
BECOME
FROM RESEARCH
TO PRACTICE.
He is also a co-founder of BECOME Alliance: a network of independent BECOME specialists who work together worldwide to help companies implement the BECOME business logic and architecture.
They share one passion and purpose: to help transform global capitalism from an extrinsic, egocentric system into an intrinsic, connected system that generates substantially more value for customers and shareholders.
The existential question
WOULD YOU SET
ASIDE AN HOUR?
A highly experienced academic, author, and serial entrepreneur has spent 25 years conducting scientific research into why some companies, such as Apple and NVIDIA, outperform their competitors so dramatically.
If you could gain direct access to the vast body of knowledge this research has produced, would you, as a business leader, set aside an hour, or would you say you are too busy?
If your answer is that you would, of course, set aside an hour, we would be happy to visit you. You will be meeting a BECOME Practice Leader who will explain the research and discuss what its findings mean for your enterprise.
Together, you will explore how the BECOME business logic and architecture can be applied within your organization.
Are you the kind of leader who wants to know more?
- Europe+31 30 8903475
- United Kingdom+44 20 80898465
- United States+1 646 9806565
- Canada+1 778 3000125
- South America+54 11 53528212
- China+86 400 6057892
You can also participate in BECOME Institute’s ongoing research, which has involved nearly 700 leaders over the past 25 years. Let the research team know at researchteam@becomeinstitute.com. They will explain what participation involves and arrange an appointment with you.