“It’s been a really long journey from my first entrepreneurial efforts to my current role, which I like to describe as a Managing Director who wears many hats. My path has been full of unexpected twists and turns, but it has always been defined by trying new things and taking risks.”
Jolene Prins, co-founder and managing director at THEY VISUALIZE VALUE, is not just a business leader; she is also a fantastic storyteller, a connector, and a strong advocate for meaningful communication. She plays an essential role in ensuring the company runs smoothly. Jolene manages various aspects of the business, including finance, operations, team leadership, and client relations.
“I am an entrepreneur at heart, and leadership has always felt natural for me.”
Dividing her time between Amsterdam and New Delhi, Jolene Prins has gained a deep appreciation for both Indian and Dutch cultures. She enjoys helping non-Indians understand India and supporting Indian expats in feeling at home in the Netherlands. Jolene is dedicated to building bridges between different cultures, using the lessons she has learned throughout her journey.
Jolene’s Early Journey and Passion for Fashion
Jolene’s journey into finance and entrepreneurship began early in her life. Even in kindergarten, her teachers recognized her natural leadership skills and enthusiasm for sharing new ideas. In high school, she launched a popular student magazine, where she skillfully gathered aspiring writers, photographers, and designers to contribute fresh content. This experience foreshadowed her future role at THEY VISUALIZE VALUE, where she now leads a strong team dedicated to supporting entrepreneurs through creative content.
Before co-founding THEY, Jolene Prins traveled to India, where she met many talented individuals who lacked opportunities because of their socioeconomic circumstances. This experience motivated her to create something impactful. She launched her own fashion line, inspired by her family’s interest in fashion.
After high school, she attended the Fashion Academy and later studied General Culture Science at university. This combination of early exposure and formal education enabled her to establish a factory for tailors in Delhi, with the goal of improving their lives. “I learned so much about the Indian market and about doing business in India but also about myself: I realized I was better at selling my ideas and running a business than participating in the creative design process,” she says.
Building Bridges and Financial Wisdom
When Jolene Prins met her future co-founder, she quickly realized how their complementary skills would benefit their partnership, leading to the establishment of THEY VISUALIZE VALUE. Her co-founder, a philosophical strategist, and Jolene together maintained a balanced approach as the company grew.
As the Indian team expanded, it began serving clients in both India and Europe. Jolene observed that cultural differences often caused misunderstandings, and she frequently acted as a bridge to facilitate communication. This insight inspired her to write about intercultural communication and offer consulting services in that field. By promoting understanding within the diverse team, the company minimized misunderstandings and enhanced collaboration, motivating her to assist other leaders in achieving similar success.
From an early age, Jolene’s father taught her the importance of financial responsibility. At eight or nine, he would send her on the train to visit her grandmother, and she had to manage her own money for the ticket. This lesson instilled in her the understanding that money is a limited resource that requires careful management. After becoming independent and covering her own expenses, she faced financial challenges when a business risk failed.
However, she bought a sewing machine to teach others the skills she learned from her family. This venture unexpectedly succeeded, leading to ten machines and a school within a year. Reflecting on her journey, she states, “I believe that focusing on what you love and helping others naturally leads to financial success, and my journey is a testament to that.”
Navigating Challenges
Jolene’s leadership style and career path have been shaped by several pivotal experiences, starting from her early years in kindergarten and high school to her first entrepreneurial projects and travels to India. For instance, while running a clothing factory in India, she gained valuable insights into traditional work practices, which often involved long hours and blurred lines between work and personal life. Coming from the Netherlands, where maintaining a healthy work-life balance is standard, she aimed to introduce these practices along with fairer pay in India.
However, she faced unexpected challenges, as her suggestions were met with resistance. This experience taught her that cultural norms can be deeply ingrained and that changing people’s perspectives is not as straightforward as it may seem. Despite these challenges, Jolene recognized her strengths in selling her vision, managing operations, and nurturing her team.
Over the years of working in cross-cultural collaborations in India, she has developed into a more empathetic and understanding leader. She is dedicated to creating an inclusive environment where everyone can thrive.
Challenging Gender Norms
“I have to admit, it hasn’t always been easy; I have had some experiences in which my gender seemed to have an effect on how I was treated or how my ideas were received,” Jolene says. She recalls several instances where her ideas were questioned or challenged, while similar suggestions from male colleagues were accepted more readily. This was particularly common in India, where traditional gender roles are more pronounced.
However, Jolene Prins looks forward to the day when the experiences of male and female leaders are no longer viewed as fundamentally different, and when perceptions about gender have less influence on how people are treated. She doesn’t often think of herself as a “woman in a leadership position” but rather as a “leader” defined by her abilities and accomplishments, not her gender.
Leadership, to her, is about skills, vision, and the ability to inspire others—qualities that are independent of gender. She believes it will be a significant advancement when these criteria become the primary focus when assessing someone’s capabilities. While she acknowledges that challenges still exist, including glass ceilings, she hopes for a future where everyone can have a seat at the table as “leaders,” regardless of gender.
A Fresh Take on Business Communication
At THEY, the goal is to create inspiring communication that helps leaders build lasting and successful companies. Jolene Prins has transformed THEY into a “clip-on” agency that easily fits into clients’ existing processes. This flexibility allows clients to incorporate their services wherever and whenever needed, fostering long-term relationships based on a strong level of trust. When both the THEY team and the client’s team work together as one, they can achieve much greater results.
Jolene Prins has also focused on improving the communication style of clients’ annual reports. Often, these reports can be dense, technical, and, frankly, boring. She identified an opportunity to make a company’s story more accessible and engaging for a wider audience by adopting a more narrative approach. While ensuring that the content remained accurate and complied with necessary disclosures for listed companies, this new style made the company’s story feel more human and relatable.
The impact was immediate: the reports became more readable and understandable, effectively reaching a broader range of stakeholders. This experience demonstrated the power of storytelling, even in formal corporate communications, and reinforced their belief that what THEY offers is truly special.
Building a Culture of Communication and Collaboration
The company provides financial support and paid leave for team members to pursue professional development courses and training to enhance their skills. By making these opportunities easily accessible, both individual members and the team as a whole benefit, as everyone has the chance to reach their fullest potential.
Jolene Prins also works hard to create a culture of open communication where all team members, regardless of their position, are encouraged to share their ideas with colleagues and leadership. She tells her team to “think like an owner”—to come up with their own ideas and initiatives, consider ways to improve processes, and share their insights. This openness fosters a constant flow of new ideas from all levels of the organization.
Additionally, THEY organizes group exercises to strategize about industry trends together. Recently, the team assessed their workflows to identify where they could use AI tools to boost efficiency. They interviewed team members to discover the “pain points” where additional support was needed and then explored how AI could help in those areas, making their work easier and more efficient. By approaching industry developments as a team, THEY ensures that no one is left behind and that everyone is equipped to do their best work.
Creating a Supportive Workplace for Women Leaders
Diversity and inclusion have become essential in today’s business environment. THEY VISUALIZE VALUE is dedicated to promoting and supporting women in leadership roles. The company emphasizes its commitment as an equal-opportunity organization, allowing anyone willing to work hard the chance to pursue leadership positions. It enforces a zero-tolerance policy for gender-based discrimination and provides regular training on topics such as unconscious bias to foster mutual respect. This approach is particularly vital in India, where traditional gender roles often hinder women from attaining power. Jolene Prins hopes that these combined efforts will facilitate women’s entry into and success in leadership roles.
Additionally, THEY promotes a strong work-life balance, enabling team members to integrate their careers with personal lives. In India, where women are often expected to prioritize family, the company allows its team to balance both effectively. For instance, Gini, a Junior Creative Director who has been with THEY for eight years, has successfully advanced her career while raising two children, thanks to the flexibility the company provides. Since THEY does not enforce rigid 9-to-5 schedules, Gini can thrive professionally while being an engaged and present parent.
Promoting Growth and Development for All
THEY adheres to B Corp principles, many of which are already ingrained in its culture. The company prides itself on flexible work arrangements, which enhance the well-being and productivity of its team. A key focus at THEY is promoting individual growth and development, as the organization believes that investing in its people and providing advancement opportunities are crucial for success.
An excellent example of this commitment is Gopi, who has been with the New Delhi office for many years. He started as a driver but, through hard work and company support, became an administrative and financial officer—an impressive achievement in India. Recently, Jolene Prins took Gopi to Amsterdam for his first trip abroad, aiming to broaden his horizons and expose him to social equality. Her goal was to inspire his continued personal and professional growth. This experience reminded her of her early days in India when she was motivated to help talented individuals find opportunities. Now, through THEY, she nurtures the potential of all team members, regardless of their backgrounds.
The company also fosters a supportive and inclusive culture where everyone’s voice is valued. It encourages team members to share their ideas and feedback, as Jolene Prins believes that diverse perspectives lead to better outcomes. She is committed to promoting cross-cultural understanding and ensuring mutual respect in communication and collaboration.
The Approach to Work and Life
Maintaining a work-life balance can be a challenge for many leaders. Jolene Prins points out that if a leader works around 40 hours a week—though it’s often more than that—over a career of about 40 years, this adds up to around 80,000 hours spent on work, assuming two weeks of vacation each year. Therefore, it’s essential to enjoy what you do.
For her, it’s not about strictly dividing her time 50/50 between work and life but rather finding integration and flexibility. She loves her work so much that it often feels like a hobby. However, she believes in working smart rather than just putting in long hours. While she is willing to work late when necessary, she thinks that achieving more in 40 focused hours is better than being less efficient in 60 hours.
Her motivation for maintaining balance is her family, who are her top priority. Jolene Prins has made a conscious effort to create space for quality time with her children and loved ones, rather than just fitting them in between deadlines. “That’s why the flexibility at THEY is so important—most of the time, I can be there for the things that matter most and still keep up with my work without feeling burnt out,” she says.
Advice for Aspiring Women Entrepreneurs and Business Leaders
Embrace your inner entrepreneur; don’t be afraid to take the lead. Always think like an owner (even if you’re not an official one!) and look for opportunities to innovate, solve problems, and take initiative. Your entrepreneurial spirit is a superpower – use it.
Never underestimate yourself. Share your ideas and perspectives confidently, and back them up with your expertise. Deliver on your promises, exceed expectations, and show that you can get things done. Your focus on outcomes is your strength.
Don’t shy away from risk — without risks, you can’t grow. Growth often comes from stepping outside your comfort zone, so be willing to try new things, even if there’s a chance of failure. Failure is a learning opportunity, a stepping stone to doing things better next time.
Find your own authentic leadership style. Lead in a way that feels genuine to you. While not being overly authoritarian can help you build good relationships with your employees, it’s important to focus on professionalism and ensure that your team is delivering results. Set clear expectations and hold people accountable for their performance.
Believe in yourself and your vision — your passion and conviction will be contagious and will inspire others to follow you.
Open Letter to Emerging Professionals and Future Industry Leaders
Dear Future Leaders,
Being a leader isn’t about being a dictator; it’s about guiding, inspiring, and motivating others. It means helping your team make decisions and take ownership of their roles while providing support and direction when necessary. Allow your team members the space to be themselves and learn from them.
At the same time, it’s important to stay focused on your own goals. Don’t let distractions steer you away from your path. Trust your instincts and keep your eyes on your destination. Strive for exceptional efficiency. In the business world, being quick and able to execute tasks promptly can set you apart from competitors and build trust with stakeholders. Make sure you deliver results on time and do them well.
Travel and immerse yourself in different cultures. Understanding diverse perspectives, norms, and values will broaden your horizons and help you become a more well-rounded and effective leader. Learning to practice non-judgment is also crucial, as judging others can create negativity and limit growth.
Commit to lifelong learning. Read broadly—not just novels but also insightful leadership books like Scaling Up by Verne Harnish, The Hard Thing About Hard Things by Ben Horowitz, and Leaders Eat Last by Simon Sinek. These books offer valuable lessons on managing and scaling a company, creating safe and motivated work environments, and leading effectively. Stay informed by reading publications like the Financial Times, Harvard Business Review, and The Economist. Enhance your skills by attending masterclasses, seminars, workshops, or other relevant training.
Challenge yourself to learn new things outside of work. Trying new hobbies or experiences helps keep your mind flexible and open to new possibilities. You might feel like you don’t have time, but remember that you can make time for fun and enjoyable activities.
Finally, believe in yourself, stay true to your vision, and embrace your journey with passion and an open mind. The world is full of opportunities for those who are driven and eager to learn. Go out there and make your mark!
5 Key Takeaways from Jolene Prins’s Incredible Career Journey
- Embrace your entrepreneurial spirit and take risks: Jolene’s journey shows that trying new things and taking risks can lead to unexpected and positive outcomes. From her early magazine venture to starting a fashion line in India to managing a clothing factory, that eventually led her to running a communication agency in two countries, she wasn’t afraid to step outside her comfort zone. This attitude is crucial for growth and success.
- Build bridges and value people from diverse backgrounds: Jolene’s experience working between India and the Netherlands highlights the importance of understanding and respecting different cultures. She actively works to connect people and promote clear communication, showing that valuing diversity leads to stronger collaborations and a more inclusive workplace.
- Focus on meaningful communication and storytelling: She believes in making complex information accessible and engaging. Whether it’s improving annual reports or creating client content, she emphasizes the power of clear and relatable communication. This approach helps build stronger connections and fosters deeper understanding.
- Create a supportive and inclusive workplace: Jolene Prins prioritizes her team’s growth and well-being. She encourages open communication, provides opportunities for professional development, and promotes a healthy work-life balance. This approach creates a positive and productive environment where everyone can thrive.
- Lead with authenticity and confidence: Her leadership style is genuine and focused on her abilities rather than gender stereotypes. She encourages others, especially women, to believe in themselves and their vision. By focusing on skills and results, she advocates for a future where everyone has equal opportunities to lead.
