Sherlock on the Yellow Brick Road


This is my Sherlock on the yellow brick road story about me, about e-Quiddity, my company. To be honest, and if you want to cut a long story short, it is not about me, it is about you…

This is a place where equal contracts matter, but people matter more. Thorough negotiation counts, but common sense wins out. Where balanced decisions are key based on data deduction and stakeholders approvals. We as people, we all negotiate a 1,000 times a day and some are more interesting and fruitful or successful than others. I find myself most of the time at the wrong end of the right when I find myself negotiating with my own children: the best negotiators ever!!! They are not shy putting up the most ridiculous suggestions or demands on the table to get what they want! And most of the time they do…

Why does it still excite me, after all these years? Why does it not matter if it is a big or a small contract or agreement I need to get to? Why do I still get the satisfaction out of doing it right, regardless if the outcome is in my benefit or not? It is not about winning, it is about coming to the best possible compromise where you and the other party can agree to agree, see the value of each other, find the common ground that is a win-win for all…

I suppose it has to do with my own story of my childhood, which I might add was a very happy one: the story can read sad but really was not and it just gives some indication why I enjoy what I do, what drives me, what ticks my box.

My own story starts as follows: When I was 6, my daddy died, car accident, suddenly gone. A shocking story, a wife with 3 small children left in a small village, me the youngest. I was told that my dad was gone. That he was never coming back but in the same breath they let me know that he was in a happy place so I did not needed to worry about him. To be honest, at 6, I understood verbatim and assumed he was in a happy place, which I quickly decided to be in Rio de Janeiro. Seriously, they have carnival all year round and how much happier can you be to have a party every day??

So with my dad in Rio, my mom was sad most of the time and there was always an air of mystery and silence around the place – every time adults came around, we were sent away to play. They whispered, talked quietly or acted quite suspiciously. Why?

My need for wanting to investigate, to understand, to explain was born. At 7, I had made up my mind about what I was going to become: a spy, like the Q and Q boys on the Dutch TV in my time!!! OMG, they were the business!!!!

Q & Q were 2 friends, and by accident, they always seemed to stumble on a few criminals in action and didn’t know what to do – adults did not want to listen to them, did not believe them, so they had to go and investigate the crimes themselves: so awesome. The only grown up that was on their side was an old uncle who helped them uncover the truth. I mean seriously, for a girl of 7, with a father in Rio and a mother not engaging, these were serious heroes. I was definitely going to be a spy when I was older. Conspiracy theories were born every day of the week and my world of imagination was pregnant with unsolved mysteries and criminals …

At the age of 14, I had figured out that my dad was not in Rio, but was really dead, in the cemetery, under the wooden cross, under the tree. And I had since figured out that becoming a spy was not really on any curriculum of any school or college. I armed myself with some dead languages Greek and Latin to be able to start a new secret language to communicate with my peers for when I would become a private investigator – YES –That was something that was acceptable in society, you needed to be smart for and I would solve cases and make people happy with my gift, my skill, my in-depth analysis of every situation. My hunger for de-mystifying mysteries and unraveling secret connections grew bigger over time.

At the age of 18, armed with a few dead languages and the desire to make people happy, I wanted to study law…I wanted to become a criminologist! I would uncover the web of mystery that had caused a death. I would discover the truth of their last hours – by gathering the data, examining the facts, coming to a plausible cause of events …however, social sciences was deemed better and to be honest, for the next few years, I did immerse myself in uncovering the web of party events and discovering the truth about student life and all that goes with it.

Since I graduated, I have seen life from a good few angles. In my work life I have swapped the side of the coin more than once: I went from sales into buying, from being a client to a supplier, from manufacturing in to retail, from indigenous in to corporate and back…. I have learned to be a psychologist in many different situations and learned as well to be schizophrenic to be able to get the best out of other circumstances. I have learned to be an actress in a commercial play that changes day by day: my role is ever changing but there is one constant: I am never alone on that stage: from tragedy to comedy, the other actors have been and are continuing to be great in their roles and together we deliver a successful performance!!

psychology brain on the couch

So where does this story go? How does it link up with Sherlock on the yellow brick road?

I started my own company, e-Quiddity (Quid = the essence + abbreviation of my name IDD) about a year ago and I have done some serious soul searching since.

As all entrepreneurs amongst you know, every day you have to deal with your own strengths and weaknesses so you better are aware of them. But even more important, every day you deal with other people, their strengths and their challenges, their wants and needs and coming to the right compromise for all parties involved, is the biggest problem to solve.

I learned from my childhood that I have a drive, a need, a desire to unravel mysteries, to solve problems, to analyze challenges and make situations better, to make people work together, to engage and to deliver solutions for all involved to make them all happy! In my work life, I learned to analyze data to the most granular level and take the learning’s up to eagle view. Zoom in to zoom out, engage with all stakeholders to find the right solution for all, the correct answer that everyone can work with…

It is amazing: I always have wanted to immediately go into solution mode, but my experience in work has thought me to examine everything in as much detail as possible, to understand the links, the changes, the consequences, the benefits and the risks, to connect the essence. I have learned to follow the yellow brick road, no shortcuts, no quick lanes, full engagement and commitment to the process that will bring all involved to the right place.

e-Quiddity, my company, my philosophy, my team, my values, my delivery, it is all about that – commercial investigation of all important decision criteria as per a defined and proven process and we are passionate about it = Sherlock on the yellow brick road.

This is who we are, what we do and we will bring you to your goal. Now what about you?

  •  Ever experienced Wicked Witches of the West situations that try to hinder you in achieving your company’s objectives?
  • There are plenty of flying monkeys around the place that will make it hard for you to do the right thing and to stay on the straight and narrow road to the best solutions!!
  • We all have encountered some Wizards of Oz who sold us a good story but it was all Blarney, they could not deliver…

We dig deep for the clues and unravel the challenges in any contract, transactional or relational. We guide you to follow your yellow brick road and will ensure that you will get to your objective: your home if you are Dorothy, your heart if you are the tin man, your brain if you are the scarecrow or your courage, if you are the lion. And with that, we hope as well we make you happy.



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