Grow into what this moment is asking of you
Live programs and online sessions built on The 8 Crafts™, a system of leadership capacities for people who lead deep change. When AI reshapes everything, it's on us to invent better futures.
Programs
“WITHIN worked in partnership with us to interpret our strategic brief, resulting in a successful tailor-made and impactful programme for our high potential talents”
“The 8 Crafts built real change capability by making learning highly experiential, and immediately applied to people's context.”
Leading Change is craft


Developed with 100+ leaders
Inside real organisations, on live initiatives

The 8 Crafts™ are leadership capacities, not archetypes or personality types. Each Craft is a way of seeing, thinking and acting that you can develop and apply in the moments that ask for it.
- Made to use while leading; not learn first, apply later
- Tested across dozens of real world initiatives
- Built on work from MIT, Rick Rubin, IDEO, The Club of Rome
Answer 29 short questions to get a free, personalised report with specific recommendations for tools and practices.


Learn from pioneers and organisations who’ve paved the way for change.
Kickstart your thinking with prompts that shift your perspective.
Collaborate with others using templates, canvases, and exercises.
Learn from pioneers and organisations who’ve paved the way for change.
Apply the Craft to your current challenge, move from insight to traction.





















Built for the people doing the work of change
You've been in the room when the plan met reality. The stakeholders who won't commit. The momentum that keeps slipping away. You know this is the work.
Mid- to senior-level leaders in marketing, product, sustainability, or learning & development who navigate innovation and change across silos and organizational boundaries.
Professionals who drive awareness, advocacy, policy innovation, or cross-sector collaboration for societal impact.
Mission-driven pioneers who influence change at industry- or system level for impact, growth and profitability.
Thought leaders, educators, artists, and influencers exploring what it means to imagine and shape a future that is more just and sustainable.


What is this moment asking of you?
Lead change with more courage and confidence

The 8 crafts
Choose the pain point you recognize. Explore the Craft to find your next step forward.
Who you are defines
how you lead
Assess the state of your initiative and the leadership behaviors you bring into it. Take concrete steps to ensure change takes root.

"For four years they facilitated the yearly CEO summit of the World Port Climate Action Program. We saw a noticeable increase in leaders' personal power, and in the ambition and impact of the initiatives in the program.”
Answers for your questions
The 8 Crafts™ Method is an online toolkit full of insights and inspiration for change leaders. It brings together inspirational stories, strategic frameworks, and leadership practices, inspired from business and leadership, and also the arts, nature, design and humanities. Each Craft offers a unique perspective on transformation. The framework is extensive in scope yet practical in application. Start by taking the assessment to get personalized advice on how you might grow your impact and your leadership.
The 8 Crafts™ framework was developed by Franklin de Bekker and Patrick Leenheers, co-founders of WITHIN. They began by drawing from their own 50 years plus experience in creativity, design, innovation, strategy and change management. They then consulted 100+ experts across the world to curate and complete the toolkit with the most effective approaches to leadership and change. What started as a personal exploration became a practical guide for others.
If you’re leading a team through uncertainty, whether in business, government, or the social sector, the 8 Crafts help you navigate complex change. That is, situations that are unpredictable and not fully in controlled. The Crafts help you strengthen your leadership. Unlike step-by-step frameworks, the Crafts offer a toolkit. Which tool to use when, is part of your craftsmanship. And the Crafts they support logical tools with emotional and intuitive intelligence, making you a wiser, more adaptable and more confident leader.
The 8 Crafts™ are designed for complex, interconnected challenges with no easy answers. Leaders use them in diverse settings, from sustainability strategies at an airline to cultural transformation in the arts sector.
The 8 Crafts™ is a compass and a tooltkit, rather than a step-by-step process. We believe leadership is contextual. What you need now, depends on the stage of your project and the people who lead it. So we curated a set of tools and practices that help you navigate real-world complexity. And we help you find the right tool for your context. Browse through the crafts (it's all online, available for free) to see what resonates. Or take the three-minute free assessment to help you figure out where you could focus your energy. We every so often provide one-on-one coaching to people who complete the assessment. Keep an eye on your inbox.
The 8 Crafts™ are not personality types or archetypes, although we do admit that we all have particular strengths, and we don't have to be good at everything. But labeling ourselves (I am an ....) might actually limit your leadership. Instead, think of these as perspectives we can create conditions for change. Or see them as leadership qualities you can develop and apply in different contexts. Or see them as roles you can experiment with in your work or in your life.
Yes, the approach was designed for real-world application. You can use its tools in strategy sessions, team development, and innovation processes. The Crafts are open-source, meaning you can adapt and integrate them into your work freely. The toolkit will continue to evolve, and we are always interested in your perspective.
Getting started is easy. Complete the free assessment (29 questions which you can answer in three minutes) to get a personalized report. You’ll identify your core strengths and receive personalized advice on how to move your project forward. Need help interpreting your report? Book a free call with Patrick or Franklin.


















