At the age of 23, he declined his father’s offer of taking over his business. A work accident and near-death experience made Bruno realize that he needs to create his own companies; with smarter (not harder), optimized ways of working. This was the first time Bruno questioned the “normal”, insane everyday reality most SMEs face.  

Bruno needed to lose everything – his money, friends and health – though, before he fully committed to his mission of living a simple, effective and true life: APPLETREE skyrocketed but grew too fast. In less than two years Bruno and APPLETREE crashed. 

After this second wake-up call the philosopheur changed: Bruno reduced his working hours by 95%, started writing down his entrepreneurial and personal mistakes and got a dog named Elu. Bruno’s closest friends loved his lessons learned that much, the Optimizer turned them into an international bestseller.  

Today, after 15 years and more than 300 clients, Bruno travels around the globe, enjoys quality time with his friends and optimizes great SMEs (and through that societies). Bruno beliefs: “We can be more successful. Yet kinder and fairer. Normal insanity does not need to be normal.”