Caimey van Zwieten co-owns the software company Innovine with his father. They took over the business nearly four years ago. Innovine specializes in custom software for business processes, as well as IT consulting and strategic advice. In addition, they offer a number of off-the-shelf IT products.

“My father has always been an entrepreneur,” says Caimey. “Over the years, he ran several businesses. We’d always wanted to start a business together, so when we got the chance to join a software company, we jumped at it. I have a background in marketing, communications, and IT. I brought my subject matter expertise to the table, and he brought his financial know-how and experience as an entrepreneur.”

Caimey is in charge of day-to-day operations, while his father provides strategic guidance.

A training program like no other
In early 2024, Caimey searched online for a good sales training program. He wanted to grow Innovine more effectively and thought that improving sales would help with that. Caimey therefore contacted a few providers. “I had a number of conversations, but I didn’t feel any connection at all with their approach or what they said during the introductory meeting,” says Caimey. “Then I thought of Straight-Line Leadership, because I’d heard good things about them. A fellow entrepreneur once said, ‘Caimey, I really think that’s the right fit for you.’ As it happened, I knew they also offered a two-day sales training program.”

Caimey did, however, find the Straight-Line Leadership approach appealing. So much so, in fact, that after the training he signed up for a membership of at least one year. He explains: “I’ve taken quite a few training courses, even before I became the owner of Innovine. For example, during my traineeship at Rabobank. But I’ve never had a training like the one I received there. I was impressed by the topics covered, the way Kristof Cuppens delivered the training, and the other Straight-Line Leadership members present. Those two days also immediately generated an extra 40,000 euros in revenue. That’s when I knew: I can really learn from these people.”

Listening and Observing
Caimey quickly shifted his focus from sales to leadership. “Sales is, of course, part of growing my business,” he says. “But it’s not the most important thing. I had to become someone who could take his business to the next level in any context—whether that’s in sales or something else. I learned that through my membership in Straight-Line Leadership.”

One way he does that now is by listening and observing more closely. For example, when it comes to his potential clients. Caimey: “When I used to have a conversation with a prospect, I was there to make a sale. I’d rush through it and focus solely on that. But my actual goal is to help the person sitting across from me. That’s why I started my business: to come up with solutions for a better work environment and to help entrepreneurs grow their organizations. But I forgot that because I was so focused on my own business.”

That’s why Caimey stopped focusing on the outcome of the conversation. For the first time, he listened attentively to the potential client. What was going on in his organization? What was he really struggling with? And what was the best solution for that? “Conversations with prospects now go completely differently,” he says. “The outcomes have changed, too. Because I’m more attuned to their needs and the help they’re seeking, rather than how I can convince them to work with us, the entrepreneur responds positively to what I say. And there’s almost always a follow-up conversation.”

Making Room for What Matters
Over the past year, Caimey has also been paying closer attention to what’s happening within his team. “That’s had the biggest impact on my business so far,” he says. “When I notice something’s going on, I talk to my employees. Instead of ignoring it because I’m busy myself or think it can wait. For example, I recently spoke with a developer who had too much work. I found out that he had to do a lot of analysis work across different projects. He didn’t mind that, but it did keep him from his development work. I hired a new colleague for the analysis, which allowed us to take a step forward and let our developer refocus on what was important to him.”

Winning Together

Even though Caimey is less focused on his company’s bottom line, his revenue is growing. This is because his team is working more effectively and he’s conducting better sales calls, but also because he’s exploring new opportunities. “Sometimes customers ask for something that isn’t strictly necessary, but that they really want. I used to set those requests aside, especially if the developer was already busy. As a result, those ‘nice-to-have’ features usually never materialized. Now I look at how I can make it happen anyway. Thanks to that simple change, we can deliver even more value to our customers.”

Sometimes Caimey brings in another company for that or seeks out partnerships. “In the past, if I received an order that Innovine couldn’t handle entirely, I wouldn’t take it on. I used to think, ‘That’s not where our expertise lies,’ even though we could actually produce more than half of the product. Now I look for a partner so we can offer a comprehensive solution together.”

Through his membership, Caimey connects with fellow entrepreneurs whose services complement his own: “When we’re able to land a project together, it’s not only beneficial for the client, but we also help each other out as entrepreneurs. I really love it when that happens.”

In the moment

The most important thing Caimey learned over the past year is that it’s not about the information he has, but about how he approaches situations. He explains: “I’m a doer by nature, but when I started my own business, I found myself dwelling on things much longer. I wanted to make the best decisions for my organization and team. As a result, I was constantly seeking more knowledge and ways to tackle things. But at a certain point, more information no longer leads to better results. These days, I’m much more present in the moment, so I can constantly ask myself: who do I need to be right now to achieve results? For example, someone who listens attentively to what the other person needs, or a leader who always finds opportunities. That’s what’s made the biggest impact.”