About Us
We Empower You to Transform Meetings
Most meetings are like a forest of withered trees — rooted in old habits and rigid rules. Together with you, the Art of Meetings Academy plants new seeds, turning your unproductive gatherings into ecosystems bristling with life: achieve outcomes, make connections, bring change.
We design meetings with Heart and Soul. Realistic but innovative. Meetings which are Effective, Human, and Action-driven. Serious work, done with serious fun.
If you want meetings that move people and that move work forward, you have found your tribe.
Artists and Scientists — We Think Alike
-
Meeting Designer: "Design formats so tempting, that attendees can't help but participate."
-
Meeting Designer: "Don't fear a little chaos in the room; if well-designed, it is structured chaos. It means the energy is flowing and that particiants are creating ideas together."
-
Meeting Designer: "Visualize the participant's journey as part of designing the programme."
-
Meeting Designer: "Flow is everything. Make sure the various segments of the programme fit together seamlessly."
-
Meeting Designer: "Moving people's bodies helps to make their their minds move, as well. Even in the stiffest meeting people can move — you just need to find the right lever to pull."
-
Meeting Designer: "The process is the outcome. How you meet determines what you decide."
-
Meeting Designer: "Design for the human brain, which is both intuitive and rational at the same time."
-
Meeting Designer: "No emotion, no memory, no action. Make them feel it."
Our Commitment
We teach meeting design and facilitation as a blend of art and science. Combining behavioural science, group dynamics, and neuropsychology with experience design, visualisation, and storytelling.
You will learn by hands-on experience: our classroom is a laboratory for you to test what works.
Manifesto
The Power of Meetings
Meetings are one of humanity’s greatest tools to advance society, science, and economics while addressing shared challenges.
Heart and Soul
Meetings should balance realism with innovation, boldness with thoughtfulness, and impact with authenticity.
Participants, Not Audience
Empower active participation with formats that engage and activate the group’s potential.
Diverse Functionality
Design for all styles introverted and extroverted, rational and emotional, creative and analytical.
Cultural Sensitivity
Respect and embrace cultural differences to foster genuine engagement.
Courageous Content
Address sensitive topics with purpose, turning discomfort into meaningful change.
Tools Without Limits
Use the right tools and formats, choosing what works best, free from limitations.
Insights from All Levels
Value innovation from all corners, not just leadership.
Immediate and Lasting Impact
Ensure meetings yield tangible results and enduring outcomes.
Human-Centered Design
Honour participants’ full selves bodies, histories, ambitions, and imperfections.
Catalysts for Chemistry
Spark interaction and connection between participants beyond the stage.
Sustainability and Engagement
Contribute to the UN’s Sustainable Development Goals by integrating sustainable practices.
Our Roots
The Academy provides training to design and conduct impactful meeting programmes.
Rooted in decades of experience and leading industry insights, we promote a culture of better meetings. The Academy owes immense gratitude to Eric de Groot for providing those roots. His passion, spirit and know-how have been deposited in the two seminal books he wrote, together with AMA co-founder Mike van der Vijver: "Into the Heart of Meetings" and "Meetings by Default or by Design". Eric is now a meeting designer in rest, but his thinking will continue to guide the Academy for many years to come.
The Academy is also a platform for exchanging ideas and inspiring conversations. Anyone can join.
Meet Your Guides
Learner Stories
Grace Huang
Chen-en Tsaur
Amber Liu
