Rotterdam School of Management - I WILL
Onderwijs & Kennis
Corporate
We help Rotterdam School of Management | Erasmus University reposition and structurally embed its brand identity, so the positioning is consistently lived across the entire community.
RSM aims to position itself as an international business school for the leaders of the future. That ambition is not only about reputation or visibility, but about something more fundamental. Leadership is not created by what you teach, but by what people actually do.
The visible question is positioning. The underlying tension is behavior. As long as leadership stays abstract, little changes. It only becomes meaningful when people claim it themselves and show it in their choices and actions.
From that insight, we choose a structural approach that makes leadership personal and explicit. The organizing idea I WILL functions as a lasting manifesto. Not a campaign with an end date, but an open promise people make to themselves and to each other.
Students, faculty, alumni and staff each formulate their own I WILL statement. A concrete declaration of how they take responsibility and make a difference in study, work and society. Leadership shifts from a concept to visible behavior.
We develop the strategic framework, facilitate co-creation, and translate the idea into a recognizable and consistent form. Each participant is portrayed with their statement. Together these portraits become a shared visual identity, visible in the building, on the online platform, and through social media. This creates a living network where leadership is continuously reinforced through example.
The strength of I WILL sits in embedding. The initiative makes leadership concrete and repeatable, so it becomes part of daily life within the school. RSM’s positioning is not explained, but experienced. Leadership is not promised but lived.
The effect works from the inside out. By activating people to shape their own future, RSM strengthens its international reputation in a credible and sustainable way.
In collaboration with:
• Lorenzo De Rita – The Soon Institute
• Willem Koolhaas – Rotterdam School of Management
I WILL laat zien dat leiderschap pas betekenis krijgt wanneer mensen het zelf uitspreken en waarmaken.
Contact
When old answers don’t work anymore, you need new questions. And often, a good conversation helps open up that new perspective.
Arjan Kapteijns
arjan@projectx.nl
06 1509 0901