About us
The beginning of Passionned Group
The Diamond Decisions brand is part of Passionned Group. Passionned was founded in 2004 by Daan van Beek, driven by a clear and simple conviction: data should not just produce reports, it should drive real, meaningful change inside organizations.
Over the past twenty years, Passionned Group has grown into a leading consultancy and training firm with more than 30 associated partners, guiding thousands of organizations and professionals toward becoming intelligent, agile enterprises that leverage data for success. In 2026 Thomas Abramse joined Passionned as co-owner, marking the start of a new chapter for Passionned with the founding of Diamond Decisions.
Daan van Beek has written several books, including the Dutch bestsellers De intelligente, datagedreven organisatie and Datacratisch werken, as well as the internationally published Data Science for Decision-Makers & Data Professionals.
Diamond Decisions, a next step
Passionned group still stands the way it is. Yet, besides offering regular consultancy and training based on a variety of different themes related to the datadriven organization, Daan and Thomas wanted to provide more. They wanted to translate Passionned’s holistic philosophy and knowledge into one clear methodology, making datadriven working more approachable for a wide range of organizations. Besides, they wanted to provide a counter-weight to the messaging of most tech giants within the field, who often overlook the impact of people over tech within data driven transformations.
Where many trajectories begin with tooling, infrastructure, or data models, Diamond Decisions begins with decisions: which ones matter most, who makes them, on what signal, and toward what goal. From there, we work backwards to the data. The result is an approach that is simultaneously more strategic more practical than what the market typically offers, and significantly more affordable.
How we work
The way we work together within our team and with our clients can be summarized into 6 leading principles:
People before systems
We always start with listening. We take the time to understand other people their daily reality — the pressures, the priorities, the dynamics between teams — before we ever talk about tools or data models. We believe technology should make people stronger, not the other way around.
Passion for the craft
The name Passionned Group wasn’t chosen by accident. Everyone on the Diamond Decisions team brings genuine enthusiasm for data, for people, and for the intersection between the two. We always put the ‘happy flow’ in the center of what we do, that is how we learn, share and grow together.
Built together
We don’t deliver solutions and disappear. We co-create with each other, with our clients and different teams throughout the process. We believe shared ownership creates durable results. Our goal is to make ourselves less necessary over time, not more.
Practical above all
We have no interest in theoretical frameworks that never reach the work floor. Everything we do is tested against one question: does this help someone make a better decision tomorrow? If not, we rethink it.
Radical transparency
We work openly and honestly: about what we find, what we think will work, and what we’re uncertain about. We share our reasoning, not just our conclusions. And we hold ourselves accountable to the same measurable outcomes we help you define.
Ambitious
We want to get the best out of ourselves, our people and our clients. We think in possibilities and constantly push the boundaries to get the best results.
About the team
Daan van Beek
Daan co-founded Diamond Decisions and leads its further growth. The different sectors and companies he encounters in his work enable him to keep learning something new every day. He loves this variety and finds it very fulfilling to contribute to the translation of strategy to the day to day practices within organizations. He does this through a human-centered approach to data-driven working. In his free time, Daan is outside as much as possible: mountain biking, hiking, birdwatching, and travelling. He has a passion for language, philosophy, and never forgets to bring a book with him on holiday.
Thomas Abramse
Drawing on a rich background in data analysis and data-driven working, both as an analyst and as a manager, Thomas is the connector within the team, always asking how you turn ones and zeros into something personal that actually drives improvement. What he enjoys most is making genuine contact with clients, listening carefully, and then translating that into a great product together with the team. Thomas is an expressive thinker and a people person at heart. He is most in his element when he’s with others, whether that’s a good discussion, a dinner, a game night, or a trip. When he’s not with clients, you’ll find him on the tennis court, on his motorbike, or in the garden.
Laura Mastwijk
Laura is known to wear multiple hats within the company. She started in customer success and sales at Passionned Group and is now responsible for content and business development within Diamond Decisions. She was also part of the founding process of the brand itself. She loves to follow her curiosity in her job and enjoys capturing different visions and abstract concepts in approachable ways. Her studies were focused on the concept of meaning making, which still has a great influence on her work today. In her free time, she writes for her own publication ‘The digital condition’, exploring the impact of technology on society and individuals. She has a passion for philosophy, travel, mountains, and trees.
Laura Seeling
Laura Seeling works in marketing at Diamond Decisions, with a focus on design, content creation, and supporting strategy development. She studied Business in university and holds a postgraduate degree in Marketing, which helped create her creative and strategic approach to work. Laura loves entrepreneurship, creating new ideas and projects, and exploring how brands can connect with people in meaningful ways. She enjoys turning concepts into something tangible and impactful. Outside of work, she loves travelling, discovering new countries and cultures, and spending time near the beach.
Want to join our team?
We are always looking for qualified people who can help us grow. We have a few open roles at the moment, check if you are a match.