The Story Behind the Name
We all lay eggs.
Let's hatch them together.
SocialChicken started with a simple observation about how ideas live and die in organisations. And a determination to change that.
Why SocialChicken?
The chicken, the egg,
and the farmer.
In Dutch, we say "een ei leggen" when someone comes up with an idea. Lay an egg. And it is a perfect metaphor, because what usually happens next is that the farmer comes in, takes the egg, and gives the chicken some grain. A salary. A pat on the back.
The idea becomes the organisation's. The chicken goes back to laying more eggs. The cycle repeats. And nothing really changes.
SocialChicken exists to break that cycle. We are the chickens, and we breed each other's eggs. We take ideas seriously, test them together, and turn them into real change through simulation, play, and honest consulting. No farmer required.
The Founder
Hi, I'm Christiaan.
I am based in the Netherlands and I have spent years obsessing over one question: why do smart people in good organisations keep making the same expensive mistakes?
The answer, I found, is almost never a lack of intelligence. It is a lack of practice. Decisions are made under real pressure, with real consequences, and no opportunity to rehearse. The higher the stakes, the less space there is to learn.
That is where simulation, games, and agile thinking come in. I have always believed that the best way to understand a system is to play it. The Beer Game teaches supply chain dynamics better than any textbook. An agile sprint simulation creates more buy-in than a hundred slides about Scrum. A well-designed serious game reveals the blind spots that years of business-as-usual can hide.
So I built SocialChicken to bring that kind of learning to organisations that are ready for something different. If you are curious, collaborative, and willing to play before you commit, we will get along very well.
What We Stand For
Our values
Simulate first, decide second.
No significant decision should be made without a practice run. This is how we work with every client and how we run our own business.
Specific beats generic.
We build everything for your context. Your team, your system, your challenge. Nothing comes off a shelf here.
Honest over comfortable.
We share what we find, even when it is not what you were hoping for. Finding the problem in a simulation is the whole point.
Outcomes over outputs.
We measure success by what changes in your organisation after we leave. Not by deliverables, slide counts, or hours billed.
Let's have a real conversation.
Book a 30-minute discovery call. No pitch, no slides. Just a genuine conversation about your challenge and whether we are a good fit.
Book a Discovery Call