New Strategy Group

Who We Are

We are a global community of next generation strategy professionals: a collaborative group of intelligent, open-minded and grounded people who understand how difficult it is to successfully make strategy.

Through our combined roots at the university and in practice, we know what works and what doesn’t. We don’t sell illusions. We make strategy.

Why Choose Us

  • Because of what we are: A global ecosystem empowering the world’s next generation of organizational leaders and strategy professionals.
  • Because of what we offer: We offer the training, consulting and software that enables you to successfully make strategy in the 21st century.
  • Because of what we achieve: Through our distinct, grounded approach to strategy we unlock your full potential for sustainable value creation.

Our Experience

Strategy consulting experience - 30+ years
Entrepreneurial experience - 20+ years
Academic experience - 15+ years
Strategy training experience - 10+ years

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Our Team

vaughn jackson
  • PhD in Industrial Eng. (1999)
  • 25+ yrs Professional Experience
  • 15+ yrs Entrepreneurial Exp.
  • Creator of Positioning Pro

Vaughn Jackson

Co-Founder and Chief Executive Officer


Vaughn is a strategy consultant, scientist and engineer. He has worked with diverse clients in North America, South America and Europe. His main drive is to deploy a ground-breaking, algorithmic approach to strategy that is implemented throughout the world.

Jeroen Kraaijenbrink
  • PhD in Management (2006)
  • 15+ yrs Academic Experience
  • 7+ yrs Professional Experience
  • Author The Strategy Handbook

Jeroen Kraaijenbrink

Co-Founder and Chief Learning Officer


Jeroen is a strategy lecturer, consultant and writer who has worked at a variety of universities in the Netherlands and the United States. His main drive is to improve strategy making across the globe through training and empowering strategy professionals.

Frank Mooij
  • Marketing (´85) Advertising (´92)
  • 30+ yrs Professional Experience
  • 14+ yrs Change and Innovation
  • 10+ yrs Entrepreneurial Exp.

Frank Mooij

Chief Commercial Officer and Strategy Maker


Frank is a strategy and marketing consultant. He has worked at all levels with diverse clients who had their headquarters or branches all over the globe. His main drive is helping solve the issues that really matter, in such a way that clients become more self-reliant

Walter Koeleman 2
  • PhD in Management (1995)
  • 25+ yrs Management Consulting
  • 20+ yrs Entrepreneur Exp.
  • 10+ yrs Lecturer Experience

Walter Koeleman

Core Team Member and Strategy Maker


Walter is a Strategy and Operations Management consultant. He is also Strategy & OPM lecturer. He has worked in over 200 companies to improve their performance, which is also his main drive and objective.

Our Purpose: Grounded Strategy Across the Globe

New Strategy Group Purpose

Through grounded strategy making, we are building a global eco-system of customers, partners and strategy makers.

We believe that enabling people to make grounded strategy has a positive educational, economic, social and research impact.

We accomplish this through a virtuous cycle of a strong StraaS platform, effective strategy makers, successful organizations and sustainable value creation.