Podcast with Yuri Dingemans: Trust in B2B.

Ground Control: The Podcast.

In Ground Control, we sit down with experts, designers, and other professionals from the retail world. Together, we take a closer look at the trends, challenges, and opportunities in retail design. With this podcast, we aim to share new insights, tell inspiring stories, and explore what it means today to work in a field where brand experience, customer behavior, and innovation converge. In this first episode, we’re joined by Yuri Dingemans from FLASH FWD.

We’ll be talking with him about the importance of trust in brand and retail communication. How do you earn the trust of your target audience? What role do authenticity, consistency, and customer experience play in this? And how do you translate that into a strong brand that remains relevant over the long term? Whether you work in retail, design, marketing, or are simply interested in the future of brick-and-mortar stores, Ground Control offers insightful conversations that broaden your perspective and inspire you.

Watch on YouTube or listen on Spotify!

Would you like to learn more about Yuri Dingemans and FLASH FWD? WEBSITE

Ground Control: for anyone who wants to make better decisions in retail, hospitality, and real estate

What makes a location successful?
Why does one concept succeed while another gets stuck in the planning stage?
And more importantly: how do you ensure that your project is implemented as intended?
With those questions in mind, we’re introducing our new podcast: Ground Control.
A podcast for professionals who want to look beyond inspiration—and truly understand what works, why it works, and how to apply it.

Why You Should Listen to This Podcast

In retail, hospitality, and real estate, there’s a lot of talk about concept, brand, and design.
But the real difference lies elsewhere:
  • in the choices you make before you start
  • in how to deal with constraints (budget, technology, location)
  • and in the way you focus on results
That’s exactly where things often go wrong.
Ground Control helps you better understand that phase.
So you don’t just make great plans, but actually carry out projects that deliver results.

Who is Ground Control for?

This podcast is designed for professionals who are responsible for investments, locations, and performance:
  • retail and format managers
  • real estate managers and asset managers
  • developers
  • hospitality and leisure professionals
  • Executive Board and Management Team
Does this sound familiar if you ask yourself these questions:
  • “Am I making the right choice here?”
  • “Where are the real risks in this process?”
  • “How do I know if this concept will work in this location?”
Then this is for you.

What You’ll Learn in Each Episode

Each episode focuses on a specific, real-world topic. No theory—just insights based on actual projects and experiences.
Think of topics such as:
  • How Store Layout Directly Impacts Sales
  • How Routing and Behavior Are Related
  • Why “beautiful” isn’t the same as “functional”
  • How to Balance Design, Budget, and Technology
  • Where Projects Go Off the Rails—and How to Prevent It
The common thread: you’ll learn to think in terms of results, not assumptions.

Practical and applicable

We don’t get bogged down in theoretical discussions: this is a practical podcast.
.
Each episode gives you:
  • clear insights
  • specific examples
  • direct application to your own situation
In addition, we use a standard structure:
  • from question → to analysis → to conclusion
  • with clear takeaways at the end
So that you don’t just listen, but also make better decisions.

Why the name “Ground Control”?

Many projects get off to a strong start.
The vision is right. The design is right. The ambition is right.
But success only becomes apparent at the end:
  • when everything comes together
  • as long as it remains within the parameters
  • when it actually works on site
“Ground Control ” captures that moment.
The moment when you maintain an overview, make adjustments, and ensure the result is right.
Not just on paper, but in practice.

What’s in it for you?

If you follow this podcast, you’ll:
  • take a closer look at design choices
  • better understand where the risks lie
  • recognize more quickly what works (and what doesn’t)
  • make more well-founded decisions
In short: you’ll increase the chances that your next project will actually do what it’s supposed to do. Just listen.
Podcast Ground Control met Yuri Dingemans, vertrouwen in b2B

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