WHO I AM
GONNIE BEEN
A journey through systems, story, BODY and soul
I was born in the north of The Netherlands, immersed in nature, where I learned early that we are not separate from the world around us. We are nature. We belong to something greater.
This sense of belonging led me into hospitality, where I studied hotel management and discovered that organisations are built by humans and meant to serve humans—and ultimately, humanity.
My career took me through commercial businesses, NGOs, non-profits, and education, each with its own rhythm, but always reflecting something human beneath the surface. I learned to see not just what was said, but what was shaping the system from within.
I eventually joined Microsoft The Netherlands, where I led social innovation and became the architect of the New World of Work—pioneering ways of working beyond time, place, and hierarchy. This was long before remote work became the norm.
After Microsoft, I founded RabbleInc. to explore what it means to be human in a rapidly accelerating technological world. I also co-founded the World Benchmarking Alliance, an organisation grounded in living systems principles, offering a regenerative alternative to traditional business models.
In addition to these roles, I’ve served in non-executive capacities, including chairing ITvitae, a social enterprise that helps neurodiverse people find sustainable employment.
In 2025, I returned to revive RabbleInc. and joined Life Projects, where I trained in the embodiment of alchemy—a practice that now fuels every part of my work.
This journey—through systems, story, body and soul—is what I bring. Not a title. Not a formula. But a lived experience of what it means to lead, evolve, and serve as part of something larger.