Koning Koudetechniek is a leader in the field of refrigeration technology. Based in Bakel, North Brabant, the company designs and builds CO2 systems for a wide range of applications, from large-scale refrigerated storage of fruits and vegetables to solutions for the retail sector. Marlijn de Koning’s parents founded the company in 2002. In 2014, her brothers Marc and Geert became owners.
Marlijn comes from a very different background than her two brothers. While they had been working in the family business since they were young, Marlijn had a job in psychiatry. In 2011, Marc suggested that his sister come work “at home” as well. Marlijn was up for the challenge.
“I had been working in mental health care for years, but I just happened to be looking for a different job,” Marlijn explains. “It was the right time to make the switch. I had quit my job and started working with my family. I began in accounting, but always took on many roles and grew along with the company. I saw our family business, which started with six employees, flourish into what it is today.”
"It's important to pay close attention to what isn't being said as well."
Taking control of the outcome
Marlijn is now part of the executive team. She oversees various support departments, including IT and marketing. But her primary mission is to ensure that everyone—from employees to business partners—fits seamlessly into the company culture.
“I stand guard over our ‘King Culture,’” says Marlijn. “For example, by recruiting talent with the same DNA and organizing fantastic corporate events. For me, the next three years will be about selecting the very best partners to take our company to an even higher level. This means saying goodbye to current partners and looking for parties that are a cultural fit for us.”
To that end, Marlijn holds many discussions with external partners. With the help of Straight-Line Leadership’s leadership coaching, she developed the communication skills she needs for this. Geert and Marc were already members of the leadership organization and invited her to join in 2023. She hasn’t regretted that decision for a moment.
“Before I started working with Straight-Line Leadership, I didn’t consider my own role in communicating with others,” she explains. “Now I realize that I have control over how a conversation unfolds—and, more importantly, what outcomes it produces. In the past, I didn’t communicate things tactfully and I never showed vulnerability, because I saw that as a sign of weakness. With the tools I have now, that has completely changed.”
Powerful Conversations
Marlijn learned to communicate effectively. She tailored her communication to the person she was speaking with and to what she wanted to achieve. She explains: “There’s quite a difference between talking to a colleague and talking to a supplier. I used to approach every conversation the same way, but now I first determine what I want to achieve and who I need to be to make that happen. When I speak with a potential partner, I make sure I always keep in mind what I absolutely need to know or want to discuss before I leave the room. That just makes conversations easier.”
Marlijn learned to be extremely curious. “I used to not really dig into what someone was actually saying,” she explains. “I often sit down with people who know a lot more about marketing or IT than I do. Whereas I used to feel overwhelmed by that, now I ask questions. If I’m hearing something for the first time, I just say so. I say, ‘Wow, can you tell me more about that?’ I keep asking until I know all the details.”
She then listens carefully to the answer. “It’s important to also listen carefully to what isn’t being said,” says Marlijn. “I always ask myself: what are they leaving out here? What exactly aren’t they telling me? Then I ask questions to bring that information to light. I’m not afraid to ask stupid questions. That way, I see right through everything and leave nothing unaddressed. It helps me find exactly the right partners.”
"I didn't really have a clear goal in mind at the company before."
No Longer the Need to Prove Herself Thanks to Leadership Coaching
Marlijn is no longer hesitant when dealing with current employees and business partners either. In the past, she avoided conversations that needed to be had, especially if they were difficult. “I made it harder in my head than it really was. Sometimes I thought I needed someone else, like Marc or Geert, to have the conversation. Now I don’t shy away from any conversation. Through leadership coaching, I’ve learned to have them in a warm, sincere, honest, and no-nonsense way.”
As a result, Marlijn grew increasingly confident in her role as a leader. For a long time, she had viewed Koning Koudetechniek as her brothers’ business. She felt she had to prove herself and was searching for a clear goal. That’s why she took on all sorts of tasks.
“I did whatever needed to be done at the time, whether it was part of my job description or not. I worked reactively, which often led me to completely burn myself out. That’s how I was raised. In my family, the motto had long been ‘don’t talk, just do it.’ That meant I was always on the go and kept incredibly busy.”
Taking Time to Reflect
After years of reflection, Marlijn now has a clear understanding of her strengths and priorities. “I didn’t have a clear goal in mind for the company before. I was very indecisive, which meant I wasn’t really making any progress. Now my mission is very clear, which allows me to get more done and feel more at peace. I’m moving forward with a sense of calm and space.”
This change has had an impact on her personal life. Instead of jumping at every opportunity that comes her way, she now takes a more conscious approach to what she wants to achieve in all areas of her life. As a result, Marlijn spends more time with her husband and children, for example. Through the leadership coaching provided by Straight-Line Leadership, she realized that she actually wanted to strengthen those relationships.
Marlijn: “Am I done learning now? No, of course not. My critical self-reflection ensures that I gain more and more insight into this every day. I still have to hit the brakes every day and ask myself whether my activities still contribute to my mission. I keep making mistakes, and that’s how I grow.”
Want to communicate with the same impact as Marlijn?
Then our Communication Training is the perfect opportunity to strengthen your communication skills. It’s designed to teach you “on the court” how to communicate truly effectively.