‘It’s never too late to pivot’

By Bart Brouwers

When Lars Crama stood at a crossroads in his corporate career, he realized he had been chasing the wrong challenges. Despite the success and accolades, something was missing. His journey from being part of corporate life to working with startups and building entrepreneurial ecosystems reveals a story of self-discovery, resilience, and finding true purpose. His experience serves as a powerful reminder for the eleven finalists in the AI Pitch Competition: growth is not just about building a company but about growing as an individual. Crama’s story was part of the LEVEL UP event, held on September 30 in Eindhoven.

Find meaning in a career

“Let me ask you something. If there were one problem you could solve, what would it be? And are you working on it right now?” Lars Crama posed this question to the AI Pitch Competition finalists, urging them to reflect on their current endeavors. For years, Crama himself had been asking these same questions, searching for meaning in his work.

Early in his career, he thought he was on the right path. He joined Oxyma, a promising company of 30 people, and played a crucial role in its growth to 300 employees. By all accounts, the company was a success. It received accolades like ‘Deloitte Best Managed Company’ and revenues soared. “We were on a roll,” Crama recalled. But despite the accomplishments, a lingering doubt persisted: “Is this really what I need to be working on?”

That doubt intensified when he left Oxyma and joined a Fortune 500 company. The perks were unparalleled – business class flights, a substantial paycheck, and a high-status title. But there he was, one morning in Veghel, staring at a spreadsheet, optimizing peanut butter sales. Even though advanced analytics were adding hundreds of millions in revenue, he asked himself, “Is this how I want to spend the rest of my life?” It was a pivotal moment.

In 2015, Crama made his bold move. He walked away from the corporate world to focus on building entrepreneurial ecosystems, believing that startups could drive meaningful societal change. He started working with accelerators, set up an angel group, and co-founded the Upstream Festival, which became a major startup event in the Netherlands.

“If there were one problem you could solve, what would it be? And are you working on it right now?”

Lars Crama

Working with startups that were not just profit-driven but also fueled by passion and purpose became his new calling. Crama’s work now involves companies like The Ocean Cleanup, which aims to rid the oceans of plastic, and Quantib, using AI to help doctors save lives. “These are the challenges I want to work with,” he realized, driven by a newfound sense of purpose.

However, the transition wasn’t easy. Crama reflected on his days at Oxyma, describing the scale-up journey as “one of the hardest things you’ll ever do.” From navigating the 2008 financial crisis to dealing with legal challenges and managing a growing workforce, the road was anything but smooth. “It’s a rollercoaster ride that you need to be prepared for,” he warned the audience. In the midst of this chaos, Crama admitted, “I lost myself.” Burned out and exhausted, he had to step back and reevaluate his life.

Personal growth

This introspection led him to a new way of living. He invested in personal growth, did an MBA to broaden his horizons, and, most importantly, built a routine of reflection. Every month, he dedicated one day to “Lars Time” – a moment to step back, reflect, and rejuvenate. Once a year, he took a personal retreat to rethink his strategy and regain focus. “If you don’t invest in yourself, it will be really hard to scale your company,” he emphasized.

This is the AI Pitch Competition

Click here to read all the previously published articles about the AI Pitch Competition.

Another crucial lesson Crama learned was the importance of letting go. “You can’t do everything yourself,” he admitted. Building a team of capable people and stepping back to empower them was one of his biggest challenges. However, he understood that a company’s success ultimately depends on its people – colleagues, clients, and investors. “Some of the people I work with today, I met 20 years ago. Relationships go a long way,” he shared.

To foster these relationships, Crama embraced the power of mentorship. For an entire year, he had a weekly coffee with a different person who could challenge his thinking. The insights from these conversations reshaped his perspective and guided his decisions. “Don’t be afraid to ask for random people to share their experiences,” he advised.

Upstream Festival

Beyond professional relationships, Crama stressed the importance of family and personal life. “When you’re on your deathbed, no one will care how many hours you’ve worked. They’ll remember the moments you shared,” he reflected. For the past 13 years, he and his wife have maintained a life hack tradition: a dinner date on the 5th of every month, ensuring they prioritize their relationship amidst their busy lives. “If you don’t hack these moments into your system, you might get lost along the way,” he cautioned.

Nowadays, Crama finds big pride in the annual Rotterdam-based Upstream Festival, widely acclaimed as “the premier Dutch startup event”. In closing, Crama urged the audience to find a problem that excites them deeply. “You’re going to spend a lot of time on it,” he said. He reminded them that the scale-up journey would be long and unpredictable, requiring investment in both personal and professional growth. “Build resilience, take time to reflect, and surround yourself with the right people,” he advised. And if ever they find themselves in a boardroom optimizing peanut butter sales, wondering if they’re on the right path, he offered a comforting reminder: “It’s never too late to pivot.”