what is your


The Customer Leader

A Leadership Guide to Build Great Business through the Choices Customers Make

Rudy Moenaert, Henry Robben

The Customer Leader makes your favorite management books obsolete. You can start emptying and rearranging your bookcase and make room for the Customer Leader. The Customer Leader is an action-packed, no-nonsense page-­turner. It helps you to define value, analyze the arena you are competing in, develop a winning value proposition, and build a customer-driven organization.

The Customer Leader is about leadership, customers, and creating great business. It addresses the most important question every business leader faces today: What kind of leadership do we need to lead our company and its stakeholders to a better place?

Rudy Moenaert (TIAS School for Business & Society) and Henry Robben (Nyenrode Business Universiteit) show that creating great business always starts with the customer. To know your customer, your company needs true leadership. For business leaders to be successful, customers must follow them. But true business leaders must also follow their customers, as customers provide the greatest opportunity for building great business.

Amidst the smokescreen of today’s new opportunities and challenges, you need tools. Renowned consultants, educators, and researchers Moenaert and Robben develop simple, yet powerful tools. These are the tools you need to master the fine art of Customer Leadership. The practical, actionable, and science-based insights Moenaert and Robben provide follow from decades of professional consultancy, executive teaching, and academic research. Simplicity creates magic.

Customer Leadership offers you a purpose as well as a privilege. The purpose is to create value for others; the privilege is to create value for yourself.


The Customer Leader

How I Can

Help You


Following a workshop format, I can help you with creating a clear and compelling business strategy, using the latest insights in research and business.


To teams and individuals I can act as a coach, helping you clarify matters so you can arrive at the right issues to address.


As a speaker, I contribute to your event by synthesizing what’s going on in the world of business, innovation, and marketing. My presentations are scholarly crafted and engaging, making them stimulating and easy to digest for a managerial audience.

teaching and research

Most of my teaching concerns strategic marketing, and innovation management and new product development, both in degree and executive programs. I am proud  that I have been voted Professor of the Year multiple times.
I happily accept invitations to teach. I have presented my work to academic and business communities all over the world–apart from Oceania, so now you know my bucket list.





My main goal is to help firms and individuals realize their ambitions.

And to have a little fun, I admit. I do the things that I like to do. Teaching, research, and service to business are what make me tick. I research what I teach, and teach what I research, in business and academic communities.

At present, I am a professor of marketing at Nyenrode Business Universiteit, the only private business school in The Netherlands.


Sherpah Advice

Breukelen, The Netherlands


Tel: 0031 (0)6 2655 6572