Rob Soeters on the ‘peg’: “In my 25 years of dealing with employers, I have heard all kinds of reasons why people get involved in a project or initiative. I call this the ‘peg’ on which to hang an initiative. Start by asking proper questions and – most importantly – listen carefully. What’s going on with your target audience or with the employer you’re dealing with. What’s important to them? Which are their main issues?

For mobility management, for example, a peg can be that the employer wants to get their transport and mobility costs under control. Or they want to improve their company’s accessibility for employees, customers and suppliers. Vitality can be a peg, too: how to get employees moving – literally – by encouraging them to cycle or walk more.

Do you know your target audience well enough? Rob’s input can help you find the ‘peg’ of your particular project? You can contact him via