The Good Institute
About

Learning & Development
for Impact

The Good Institute partners with mission-driven organizations and the ambitious young professionals that shape them.

With tailored services in coaching, training, facilitation & data insights that measurably impact their learning & development. Using evidence-based methods, delivered by a close network of trusted practitioners based in the Netherlands and Belgium.

Always evolving, like the people and organizations it works with. Building a practice that supports them to thrive, grow and create meaningful impact.

On the name

The Good Institute in practice. Guiding principles in five readings.

I Good is the question, not the answer +
In our practice, striving to stay free of moral judgement, with no definition of what is good. The only stance taken is that it's good to ask the question and do the work. Rather sooner than later. For yourself and your organization.
II Good as starting point: a strengths-based approach +
Rooted in positive psychology: development that begins with what works already. Research consistently shows that people and organizations work better and grow faster when they focus on leveraging their natural strengths.
III Instituere: unleash what is already there by unlearning +
From Latin: to set up. For people, adult development is less about acquiring new things and more about releasing patterns that don't serve them. For organisations, change usually asks the same: making room for new habits means letting go of the old.
IV Good instrument: agnostic for the appropriate tool or tradition +
Good derives from fitting in old Germanic. No single school of thought has it all figured out, all provide pieces of the puzzle. The Good Institute draws on what's useful given the situation at hand. No proprietary models to follow, just picking the best theory and technology out there.
V The Good Institute: always evolving like the partners it works with +
The world is always changing and so are we. No person or organisation is ever finished; no final transformation to strive or wait for. Positively, this means no reason for delay. Just beginning the work and learning along the way. Always evolving. And preferably enjoying the ride.
Founding Story
Barend van Marwijk Kooy

A life's work in development

Barend works as a coach, trainer & facilitator and founded The Good Institute in 2025. Currently based in Brussels, he was born in Singapore and grew up in the Netherlands. Alongside The Good Institute, he works ad-hoc with other ventures such as a global leadership & change boutique and the academy of a pan-European political movement.

Partners often describe Barend as integrating different qualities in his work. An analytical and empathetic mind, he brings a strong presence and high sensitivity for people in the room. His manner is warm and direct while he works with a structured yet pragmatic approach. Over the years, he has learnt to speak the language of the boardroom and the psychologist.

Previously Barend gained experience in various high-performance work environments. He made steps from investment jobs to more people-oriented management roles at different organizations until he realised he is not made to become an executive. He decided to follow his talent in supporting others in their work - every day a bit better than the last.

As such he found his home in learning & development, a domain he benefited from himself in his younger years. He was a good example of a high potential: intelligent, sociable and seemingly confident - but also an insecure overachiever with a much to figure out about work and himself. Besides learning on the job, he took a lot from coaching & training touchpoints.

The Good Institute feels like building his life's work: supporting people, teams and organizations with the impactful experiences that he knows can benefit them so greatly. A practice that brings top-notch practitioners together with bright minds across Europe together to reflect, grow and create the impact they want to see in the world.

From clients

“Barend quickly lifts me out of my mental maze towards clear and actionable priorities.”

Head of Growth, international scale-up

“In busy times, Barend offers me the space to better manage work and accelerate my growth.”

European Affairs Advisor & Parliamentary Candidate

“With his daring and (warmly) challenging reflections, Barend helps me take the meta-perspective and focus on what matters most.”

Ex-Corporate Solo-Entrepreneur

Let's talk.

Tell me what you're sitting with, even if the question isn't fully formed. Exploring it together is part of the work.

Get in touch