#FoundersFridays: in conversation with Danielle Jiskoot from House of Inclusion

For this edition of Founders Fridays, we spoke with Danielle Jiskoot, one of the founders of House of Inclusion. House of Inclusion is a consultancy that guides brands and businesses towards more inclusive and future-proof operations. Through workshops, keynotes, strategic sessions and consultancy programmes, they help organisations see diversity and inclusion not as a side issue, but as a foundation. The agency grew out of personal frustration with a world in which companies were increasingly keen to become more inclusive, whilst politics was moving in the opposite direction. Two years on, they continue to grow steadily — despite, or perhaps because of, the turbulent times we're living in.

You embarked on this venture two years ago — why did House of Inclusion need to exist?

The idea for House of Inclusion really came from personal frustration. We could see that more and more companies wanted to work on inclusion, but politics was pulling in the opposite direction. That simply can't be right! We put up a LinkedIn post asking whether people felt there was a need for an agency focused entirely on inclusion. The response was overwhelming, so we wasted no time registering the business.

Why did you choose Amsterdam as your home base?

We couldn't have started this company anywhere else. Amsterdam is the beating heart of diversity. This is where you need to be — full stop.

How would you describe the culture and impact ecosystem in Amsterdam?

It's more exciting than ever to run an impact start-up right now — there's a real buzz about it. I love seeing how impact entrepreneurs support one another; we genuinely help each other move forward. A few years ago, everyone wanted to build a tech company. Now, making an impact is the thing. A wonderful shift, if you ask me.

What's your advice for entrepreneurs who want to work with impact?

Ask people for help. There's often a reluctance to do so, because we worry others might think we lack the knowledge or skills — but that's simply not true. Founders understand what it's like; we've all been through it. People genuinely enjoy being asked questions and sharing advice.

So ask people about their experiences, and look into hubs — small communities built around a particular type of organisation. Search for communities related to your area of focus, find those people, start a conversation, and ask whether they'd be willing to think things through with you.

What's a recent win for your business?

The win right now is that we're growing — and in this political climate, no less. With everything happening around Trump and the sanctions, we were genuinely worried our sector would take a hit. But we're seeing the opposite. We hold up a mirror to society, and it turns out the Netherlands is open to this subject, despite everything we see and hear in politics. That realisation is an enormous win.

What does success mean to you, both professionally and personally?

We've set very clear goals: to reach as many companies as possible. Even if we only spend ten minutes with a company talking about inclusion, we've hopefully shifted — ever so slightly — the way diversity and inclusion are approached within that organisation.

On a personal level, I feel successful when someone tells me they're happier at work, or less stressed. I left my last salaried job because I didn't feel heard and had the sense that I was being steamrollered without any consideration. When I tried to raise it in confidence with the HR director, I ended up with an angry CEO on the phone. My trust was broken, and I also felt that my attempt to improve things wasn't received well. Sadly, companies still far too often go on the defensive rather than having an open conversation with their colleagues — and the result is burnt-out staff. It took me a long time to recover from that. I don't think anyone should ever have to feel that way.

What myths about entrepreneurship would you like to put to rest?

That you only succeed if you're brilliant at selling your business. For me, the impact you make is far more important. And the idea that you need to have everything figured out from the start — that's a myth too. Nonsense! You don't need to be the expert straight away; you just need to get started. The expertise comes with time.

Do you believe there's a formula for success in entrepreneurship?

I don't believe in a universal formula, but what every founder must do is tell their own story. People buy from you first — it's not just about your product or service. Initially, people choose you as a person. Don't be afraid to share what your passion is and why you started this business.

What future developments excite you?

Topics like mental health and inclusion have become far more openly discussed in recent years. The door is opening for people to be genuine and honest with one another. The next generations are naturally bringing that shift with them — they're pushing leaders to evolve, and that fills me with real optimism.

What do you need to make an even greater impact in the future?

Apart from a thoroughly inclusive city council? Above all, I want people in the business world to recognise that inclusion isn't a trend — it's a formula for success. We find ourselves having to explain why it matters less and less often; we can see the shift happening. What we need most is for that positive momentum to continue.

More about #FoundersFridays

#FoundersFridays is an interview series about founders, by founders. Each edition features a founder sharing key lessons, milestones, challenges and reflections — with a particular focus on Amsterdam's role in the Dutch innovation and impact ecosystem.

If you're a founder based in Amsterdam, working on an innovative solution to an urban or social challenge, and you'd like to share your story with our audience, please get in touch with Anne Dirks by email.