The most successful people and the strongest organisations know their own identities through and through. They know what they stand for and can get it across to those around them with full conviction and energy. But what truly makes them strong is that they mean something to those around them. They are part of a community, built out of a two-way relationship of trust with those to whom they seek to matter.

1. Vandejong
Manifesto
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2. A new chance
We are temporarily confused, and maybe you are To do that, you will have to allow others into your
too. Every day the news teaches us that the old domain and remain open to knowledge, learning
rules no longer apply. Suddenly we’re in a crisis – and reflection from those around you. You must find
trusted banks are collapsing, holiday destinations common ground between you and the community
are going bankrupt. Politics is no longer ruled by you wish to matter to and be connected to. If you
actual issues but by those who are best at manipu- succeed in doing this in a substantive, meaningful
lating the media, who thrill to the ups and downs in way, others will express faith in your ideal, product
The Hague and like to encourage them. Meanwhile, or service and even allow it to influence their
the public has been overcome by a powerlessness actions. What’s more, friendship provides room for
that won’t be changed by a trip to the polling booth. experiment, a chance to try new things and grow by
And the Dutch public-service-message foundation falling and getting back up. By contrast, insincerity
Sire’s latest campaign is: “Nice people. How do you and opportunism are merciless-ly punished. And
deal with them?” that’s a good thing, because it keeps you sharp. It
keeps you standing.
Our trust has suffered serious damage. We’re at
breaking point, and we’re not sure anymore what’s
good and what’s bad. Which direction should we go Culture inspires innovation
in, and what approach should we take?
Making connections and creating meaning are the
But fortunately, there’s an opportunity here! Our essence of culture. These ideas are embedded in
doubts about the established order mean we want the foundations of every cultural institution. The
to – and must – take a fresh look at existing task of involving people in socially relevant issues
patterns and structures. So let’s spend some time by placing those issues in a meaningful context is
in this no man’s land, this uncharted territory that part of this. Cultural institutions are the place for
no one has yet claimed, and ask ourselves: What do creative ideas outside the existing frames, critical
I want to add to this open field? What am I going to reflections on the issues of the day, and uncommon
mean for the future of this world? What drives me, views of the future. Culture inspires innovation.
and what is its significance for others? We have to
go back to the beginning, to think about the In these turbulent times, more than ever, cultural
immutable reason we’re here and make it manifest. institutions can make a big difference. But having
become dependent on subsidies, they are forced to
play it safe, targeting the usual suspects and opting
Common ground for familiar programming and a recognisable image
out of a fear that their loyal audiences will stop
To stay standing in a changing society, you need showing up otherwise. They follow rather than
long-term vision. You need an undeniable will to setting an example, but now is a time for leading
achieve something and a full awareness of who you the way. So – keep your chin up and your eyes on
are and who you want to be. The most successful the world, and bear witness to the new cultural
people and the strongest organisations know their entrepreneurship.
own identities through and through. They know
what they stand for and can get it across to those
around them with full conviction and energy. But What’s next?
what truly makes them strong is that they mean
something to those around them. They are part of a Foam, for example, has been expanding the con-
community, built out of a two-way relationship of cept of the museum for a decade. Foam regularly
trust with those to whom they seek to matter. leaves its building in order to meet its public. It puts
exhibitions in public space and treats posters and
Meaning and the right to exist go hand in hand with invitations as extensions of the gallery. Foam uses
creating value – not only financial value for yourself communication as a form of exhibition. But more
but also immaterial value for those close to you, importantly, Foam thinks in connections. Foam
your colleagues, your organisation, your clients and, invests in far-reaching, mutually meaningful
most of all, society. What will you say if someone relationships with the people who matter to it. Thus,
asks: Are you proud of what you’ve done? How have an international group of photography fans and
you inspired the world? amateurs connects through Club Foam, Foam Fan
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3. A new chance
and Foam magazine. Foam for You gives pupils a that knowledge in the form of innovations in
critical awareness of contemporary visual culture, business. In other words, we must bring scholarship
and the Foam Lab allows young professionals to back to society.
explore cultural careers. Foam has also built a
network of collectors, businesses and private The universities are core players here. Along with
investors through a cultural investment fund, the conducting groundbreaking research and spotlight-
Foam Fund. ing its usefulness and necessity, they are charged
with developing and encouraging talent. Universi-
With this approach, Foam is succeeding in attract- ties must make pupils and students aware of the
ing a broad public and making photography acces- importance of scholarship and challenge and
sible without compromising quality. During its brief inspire them to make meaningful contributions to
existence, Foam has grown into one of Amster- innovation in society – to work for the future.
dam’s most visited museums. And Foam realises
that its success is not guaranteed. The world of There is not always room for such existentialism.
photography is changing fast. More photography Universities’ communication often emphasises the
museums are opening, and technological develop- message that, more than anything else, the student
ments have made digital cameras commonplace; years are the best time of one’s life. This is an
anyone can easily publish his or her snapshots and extremely casual message and represents a missed
tricks on the Internet. Photography and photogra- opportunity. Behind the complexity of every piece
phers have lost their old meanings – but what do of scientific research lies an exceptionally inspiring
they mean now? And what is Foam’s position in this story. Universities should return to substance and
dynamic field? tell the world about it.
Over the next decade, therefore, Foam seeks to
develop into an international network, making Do what you’re good at
increasing use of the potential of others. To the
members of Club Foam International, the vanguard University of Twente returned to substance in its
of the visual profession, Foam will pose the ques- recruitment campaign for secondary school pupils.
tion: What’s next? That is, what are the strengths of University of Twente’s power lies in the multidisci-
the world of photography? What should Foam know plinary interaction between technology and society.
and share with photography lovers? Foam will be Linking practical, social issues with high-level, often
the finger on the pulse of the photography world. future-oriented knowledge is a hallmark of the
university.
With photography a universal language and Foam
magazine a boundless success, this internationali- ‘We create futures!’ therefore became the driving
sation is the Foam brand’s logical next step – but it force behind the university’s bachelor’s degree
is unprecedented in the cultural sector. The mu- campaign. ‘We’ is the first key word – here, things
seum itself, the home base on Amsterdam’s are done together. Professors, lecturers, students,
Keizersgracht, will be the crucial heart of this global communication staff and science journalists on
network. It may become a mythical spot in time different
– the place where it all started. The place where a faculties described their substantive work in terms
brand was born that dared to take on the world, a relevant to pupils. The campaign emphasises the
brand that set an example for new cultural entre- everyday relevance of scholarship and asks pupils:
preneurship in perplexing times. What can you contribute to the society of the
future? University of Twente shows how scholarship
touches all corners of society and how young
A return to substance people can make their dreams for the future come
true in ways that are both relevant and fun. It shows
Innovation in entrepreneurship: the Netherlands how people can turn thinking into doing, just as this
needs to be persuaded that it is important. If our enterprising university constantly turns multidis-
small country is to matter on the world stage, we ciplinary research into concrete social action.
must continue to invest in the so-called knowledge
economy. That not only means stimulating the The faculties seized the opportunity presented by
growth of knowledge but taking the lead in applying the campaign to bundle together all their various
Vandejong Manifesto

4. A new chance
educational activities for pupils and make them Creating Trustville
visible under one name: Twente Academy. This
pre-university programme actively involves pupils in Traditional institutional power structures are
knowledge, scholarship and studying. Twente faltering; multiple scandals and signs of powerless-
Academy offers workshops led by young students ness have caused citizens to revoke their trust in
and experienced professors and boosts pupils’ politicians and administrators. Everyone’s role and
confidence in difficult subjects through individual significance in tomorrow’s society must be rede-
homework help and on-campus final exam camps. fined and fought for. And, of course, we have to
start with ourselves. It’s not enough to be critical.
With Twente Academy, the university is building an Vandejong has to manifest its own significance and
important bridge between secondary school pupils help to shape this no man’s land.
and academia. In turn, the university is acquiring
more insight into the pupils’ world. Twente Academy We have therefore taken the initiative of inviting like
is a unique interpretation of the university’s social minds to help us consider the question: How can we
role. Loaded with potential and ambition, it is restore confidence in society’s power and make it
raising knowledge levels in the Netherlands. the starting point of our thoughts and actions
again? We wish to develop new perspectives with
others to highlight the sticking points in discussions
Persuasive optimism about society’s future and get past them with the
help of creative strategies.
Change and innovation are best set in motion with a
sufficient dose of optimism. And a positive outlook We are shaping this process through thoughts of an
is indispensable for the development of cities and imaginary society in 2020 – Welcome to Trustville.
regions, too, even if the task might seem difficult. The city and urban life serve as a metaphor for a
Amsterdam’s Zuidas district, for example, will be junction of meaningful potential connections.
the city’s future premier international hub. In spite Where are the
of negative publicity, if this ambition is to be opportunities for innovation, new relationships and
realised, Zuidas must keep believing in itself as a greater meaning? And how will they look? We are
lively mixed-use district with a cosmopolitan air that investigating these questions using four archetypes:
will contribute to the international positioning of the what can politics, education, culture and economics
city. Tentativeness, insecurity and doubt don’t fit mean for building meaningful connections in the
with cosmopolitanism. You’ve got to think big! future city of Trustville?
Grand gestures are called for. In Zuidas, the world is
at your doorstep, and everyone should know it. Everyone can help build Trustville: politicians and
Here, you’re not just buying a house but metropoli- activists, pupils and professors, labourers and civil
tan life. This vision demands confident, optimistic servants, creatives and strategists, doers and
communication of outstanding quality. It’s about thinkers, optimists and waverers. We welcome
openness to the world, to getting acquainted, ideas, reflections on ideas, and new initiatives in all
meeting others. Hello You – Hello World – Hello conceivable forms and variations. Join us at
Zuidas! creatingtrustville.org.
Hello Zuidas is a brand that links city government,
businesses and residents. It is a platform that
brings all the actors together, involves active
partners and makes them ambassadors for the
area. Hello Zuidas brings in the best the world has
to offer, encourages new initiatives, and organises Read more about us at vandejong.nl or ring +31-20-
activities of its own. It functions as a transmitter of 462-2062. For the latest news, see blog.vandejong.nl.
attractive ideas and initiatives that are important to
the development of Zuidas, and an exceptional city. © Vandejong, 2010
Vandejong Manifesto

5. A new chance
Vandejong Manifesto