In 2010, Steve Jobs announced the first iPad, but it was only in 2011 that the camera was added to the iPad.  

This camera triggered my entrepreneurial journey. 

Before that, communication on construction projects would happen via phone, email, and face-to-face meetings.

The iPad created a significant opportunity to disrupt the construction sector. Through an app, a foreman could quickly drop a pin on a drawing, take a picture showing the issue, and send a pdf report that needed no explanation. 

In 2012, I founded co-founded Aproplan. We built an app to help contractors, sub-contractors, and architects communicate better in the field.

We got early traction, quickly reaching €1m in ARR, raising funds from angel investors and reputable VC firms. We grew the business from a handful of people to 80 before merging with a Danish player to form LetsBuild, a 150 people-strong company in 5 different countries. 

I could stop the story here and say that everything was fantastic.

But that would only be one side of the story…

Like every entrepreneurial journey, it was a bumpy ride.

It was very stressful and frustrating at times. 

Early on, we had to do a management buy-out to solve a significant founders’ issue that almost killed the company.

We raised money from a reputable VC firm to grow the business.

This brought significant stress to grow faster, especially when you discover that international expansion is super challenging and so dependent on hiring the right people.

We merged with a company in the Nordics and almost doubled in size over night. And while the merger made a lot of sense on paper, merging two very different cultures made me realise it was all about people. 

Along the way, we raised and burned way too much money, hoping that money would solve all our growth problems.

Then COVID hit, and I burned out.

I had spent 8 years building a company. I was traveling 4 days a week, working weekends, and ignoring my family.

In 2021, I met Reggy and Pascal, founders of Q7Leader and discovered the People Model Canvas to me. I saw how powerful it was and all the challenges it would have helped me solve during my journey at Aproplan and LetsBuild.  

Today, I’m the CEO of Q7Leader and help B2B SaaS executives grow their business from 1m€ to 10m€ in a cash-efficient way so they don’t get diluted and keep control of their company. 

I write daily posts on LinkedIn where I share my learnings and the playbooks we use to grow Q7Leader in a cash-efficient way.

Thomas Goubau

This will be my new business OS for 2026.

It’s my biggest breakthrough of last year, and it will definitely change how we do business for the next few years.

I’m very curious…

Have you heard about using Claude Code for business (AKA not for coding software)?

I’m thinking about sharing my learnings here on LinkedIn.
But I’ll only do it if there is interest 👀

Would you like to learn more about this?

P.S. I'm totally obsessed 😬

Growing a B2B SaaS in a cash-efficient way by setting the operational foundations and make sure you have the right people in the right seat • CEO at Q7Leader • Operating Partner at welovefounders •

A 450-person company cut review time by 61%.

Now managers ask me to do MORE reviews, not less.

Two years ago, their annual cycle felt like torture.

HR chased forms.
Managers copied old comments.
Employees left reviews angry, not engaged.

They called us for a new tool.
They received a new ritual.

We killed long forms.
And we introduced:

• One shared General Expectation Profile for every role
• One simple D.O.T. structure for every 1‑1
• One 7‑minute prep ritual for every manager

Before a 1‑1, a manager now spends only 7 minutes of preparation per team member.

No more page-long notes, no more vague feedback.

During the 1‑1, both manager and employee see the same picture:

• Clear role expectations
• Concrete definitions, not gut feelings

Result after one cycle:

• 61% less time for reviews across the company
• Perceived fairness score up by 27 points
• Quote from one manager: “I love annual reviews.”

Performance management stopped being “evaluation”.
Performance management became “enabling performance”.

When managers ask for MORE reviews, I guess we created a system that works.

You told yourself you'd deal with pay transparency "in 2026" ... Well, it's 2026!

The EU Pay Transparency Directive is no longer a future problem. Deadlines are approaching, and most companies still don't have a plan.

550+ HR leaders have already joined our live sessions to get clarity on what's actually required.

Here's what we cover in 45 minutes:

→ What the directive actually requires (beyond the headlines)
→ A simple 5-step method to reach compliance
→ Where to start this quarter without getting overwhelmed

This Friday, you could finally have a clear roadmap instead of a vague sense of dread.

👉 Save your spot here: https://lnkd.in/er2CFqnz

P.S. We keep sessions small so you can ask questions - don't wait to book your spot 😉

Most founders have it backwards.

Last month, a former founder told me about a CEO in his portfolio who was perpetually overwhelmed. The diagnosis was simple: he was a 20/80 leader when he needed to be 80/20.

This CEO was dedicating only 20% of his time to high-leverage strategic decisions that only he could make, while burning 80% on tactical work others could handle.

Successful founders flip this ratio.

There's a classic example about a world-class surgeon who's also an excellent typist. Should she spend afternoons typing medical records? Obviously not. Her unique value is performing life-saving surgeries.

The same applies to startup founders.

The best founders focus on their "Zone of Genius" - where three things intersect:

1. Work that only you can do.
2. Work with the most organizational impact.
3. Work that genuinely energizes you.

That third element is critical. You might excel at financial modeling, but if it drains you, it's not your Zone of Genius.

Maybe yours is product vision, team building, or storytelling.

That's where your 80% should go.

MyMindScan

Business Development 

International Business Development & Consultancy

Founder

Hello Health (Colruyt Group) 

Business Development Manager

SmartWithFood

International Business Development

Nexen NV

Product Marketing Director

International Sales and Business Development

Escritoire

Partner

Les Sagas

Co-Founder

The Walt Disney Company

Regional Infant Category Manager Emerging Markets (Europe, Middle-East, Africa and South-East Asia)

The Walt Disney Company Licensing
Europe, Middle East, Africa & South-East Asia 
Apparel, Accessories & Footwear

Regional Product and Category Manager Fashion, Accessories & Footwear

Product Specialist Fashion, Accessories & Footwear Benelux

International Business Development & Consultancy | ex-Disney | Dyslexic Thinking

Creative international marketing and (new) business development professional with 19 years experience in large multinational and entrepreneurial start up environments.  

Proven success in transforming silo business thinking into integrated and aligned business activities.  Concept developer of innovative commercial activation programs with the aim to create repeatable models and support implementation in local markets. Marketing strategy consultant passionate about creative and people focussed  industries (fashion, design, entertainment, health...), new technologies and human behaviour. 

Known for challenging the status quo in a collaborative leadership style. Dynamic, trusted advisor and business partner. Proactive team player known for aligning all stakeholders, creating and sustaining team engagement and for a pragmatic, hands-on approach. 
Highly agile in changing business context, while balancing out marketing strategy with business priorities.

taplio

The Battle

Thomas Goubau

Ellen Verhasselt

Followers

Posts

Engagements

Likes

Performance ScoreThomas Goubau's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Thomas Goubau

Ellen Verhasselt

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Thomas Goubau's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreThomas Goubau's LinkedIn Performance