About

Dedicated partner in
learning & development

The Good Institute makes high-impact interventions accessible for mission-driven organisations and ambitious young professionals, working with a small network of trusted practitioners

On the name

Five guiding principles in expandable readings.

I Good is the question, not the answer +
Striving to stay free of moral judgement: with no universal definition of what is good. The main stance taken is that it is good to explore the question - for yourself and your organization.
II Good as starting point: strengths-based +
Rooted in positive psychology: an approach that begins with what works already. Both people and organisations work better and grow faster when they focus on their natural strengths.
III Instituere: unleashing potential by unlearning +
In Latin: to teach or to build. Adult development is less about acquiring new things and more about releasing old patterns. For organisations, change asks the same: creating new habits means letting go of others.
IV Good instrument: agnostic to use the appropriate tool +
No single school of thought has it all figured out: all provide pieces of the puzzle. The Good Institute draws on what's useful based on the situation at hand, applying proven tools that fit the context and goals of the client.
V The Good Institute: always evolving, like people and their work +
Reality is always changing and so are we. No organisation or person is ever finished: there is probably no final transformation to aim for. Framed positively, this means just getting to work while learning and growing along the way.
Founding Story
Barend van Marwijk Kooy

A life's work in development

Barend van Marwijk Kooy founded The Good Institute in 2025 and works as a coach, trainer and facilitator. Based in Brussels, he was born in Singapore and grew up in the Netherlands. Alongside The Good Institute, he works with other ventures including a global leadership consultancy and the academy of a pan-European political movement.

Clients often describe Barend as a highly committed professional who integrates contrasting qualities. He has an analytical and empathetic mind, and combines strong presence with high sensitivity for people in the room. His approach is structured and pragmatic with a warm and direct energy that quickly builds conditions for safety and trust.

Barend builds on his prior experience in various high-pressure work environments. He moved from finance and investments to more people-oriented management roles - until he realised he is not the executive he set out to become. Instead he chose to follow his talent in creating space for others to reflect, (re)connect and find direction in their work.

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

The Good Institute now feels like his life's work: dedicated to providing other professionals, teams and organisations with tailored experiences that have lasting positive impact on the way they work and live. Working with a small practice of skilled practitioners, passionate about helping others to create the change they want to see in the world.

From clients

Let's talk

Feel free to share what's on your mind, even if it's not fully defined. Exploring it together is part of the work.

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