That sounds like an esoteric approach to international expansion and the deeper search for meaning. And partly, that is true. We do believe there’s more to our work then excellent balance sheets. Although these do matter greatly. Zenit stands for something else that I learned while on duty at the Royal Dutch Navy. This is how the Cambridge Dictionary would describe it.
Zenith noun [C, usually singular] — the point in the sky directly above the observer. The highest point reached by a celestial body as it crosses the sky. At its zenith, the sun casts no shadow. There is no ambiguity. Position is certain. Navigators use and used the Zenit as a point of reference for plotting their position on the map. This is almost a lost art in today's world with GPS and other means of navigation.
In 2015 when I started we still had to understand the principles and had applied lessons, because you ideally don’t want to rely on modern satellite technology in the case of conflict. The beauty of this type of navigation is that celestial bodies such as the sun, moon and stars, all move in a direction that is eternal and predictable. Through centuries of documentation the exact position of our planet amongst the celestial bodies is a certainty. With this certainty you can make exact measurements and determine your position on a map, based on your alignment with the stars. With our work in Expandition. We aim to capture this essence for international expansions. This work is critical under the looming uncertainty of international expansions.
When you are expanding, the world is very uncertain and can feel like an Expedition into faraway lands. And the last thing you want is getting lost without any point of reference. And that is exactly what our methodology aims to capture and to be. Every step of your intended expedition is carefully prepared like a real expedition. The documents we prepare, the vision we instill and the support that we offer are all means to find your Zenit when you’re drifting on the ocean or crossing vast swaths of wild nature.
It will also be your Zenit when you are hitting the Asian market for the first time and your agreement is not being lived up to, it will also be your Zenit when it turns out you hired the wrong Commercial Director to get sales started in the desired market. It will also be your Zenit when the board of directors tries to withhold an investment decision, and you can reason your way towards a decision in your favor. It’s all aligned. And that’s our vision, encapsulated in our methology: Expandition. The Trilogy.
Bram van Kleef
