Bas Ruyssenaars (1970) is an innovator and entrepreneur. Bas is co-founder of The Institute for Brilliant Failures and founder of strategic office De Keuze Architecten that develops interventions for "easier choice and activation of new behavior". Bas is also the developer of the innovative sports game YOU.FO. He regularly writes for (trade)journals and performs as a speaker and inspirator. He has a background as a multimedia publisher (including. Kluwer), marketer and developer of new business concepts. He received his MA in Culture, Organization and Management at VU University Amsterdam and his Bachelor International Business at Haarlem Business School.