Wim De Waele: Advisory Partner at Madison.Partners | Technologist, Strategist, Builder of Teams and Trust
Wim De Waele has lived through nearly every wave of digital transformation. From the dawn of the internet in the 1980s to the disruptive frontier of generative AI today, his career arcs across academia, corporate leadership, startup ecosystems, and investment circles.
But to reduce Wim to a résumé would be a mistake.
Because when Wim speaks, what strikes you isn’t just his knowledge. It’s the calm clarity, the dry, disarming humour, and his deep care. For people, for impact, and for doing things right.
I’ve never really planned my career. Most decisions I’ve made were instinctive—based on the people involved and whether the opportunity felt meaningful. That’s also what brought me to Madison Partners. It felt right. And the people felt right.
This is a man who’s seen tech revolutions come and go. Who’s helped companies scale from 30 to 5,000 people. Who’s built ecosystems, advised governments, mentored dozens of founders, and now partners with Madison to build a consultancy with soul.
In other words: not your average digital strategist, ladies and gentlemen. Which is exactly why we’re honoured to have him on board.
From the Early Internet to the Age of AI
Wim studied macro-economics first, but felt the field was more driven by politics and social behaviour than the mathematical models applied by the researchers. He wanted something more applied and tangible and ended up in operations research.
Computer science was just launched as a master’s, so he obtained a second degree. “The internet hadn’t even really arrived yet,” he says—but the IBM PC was launched in 1981 and provided a platform for experimentation at university, where he started working as a researcher.
I wasn’t one of those kids programming at age 12. But at university, I saw how mathematics could be used to optimise real business problems, supply chains, operations, and decision-making. That’s what fascinated me.
His early work took him into the research departments of Siemens, where he worked in a team that developed a factory planning system for the semiconductor facilities in their headquarters in Munich. The development team was spread across three locations in the US and Europe and could develop on the first generation of UNIX workstations.
That is where he witnessed for the first time the raw potential of the internet, not just as a computing tool, but as a global network of minds.
Strategy for the Real World
Wim has seen hype cycles rise and fall. He’s watched companies jump on trends without focus, launching pilot after pilot with no clear path forward. It happened with blockchain, and you can observe the same phenomenon with generative AI.
His advice today?
Avoid death by pilot. It's been said a lot, but that's because it’s true. AI is not a magic trick. It needs a clear business strategy behind it. You need to build a roadmap, not just experiment in isolation.
This philosophy is central to Madison Partners. Unlike many other firms, Madison doesn’t lead with tech demos. They lead with real business problems and work backwards to redesign processes, data structures, and decision-making tools that actually improve them.
What makes them unique is the intellectual depth behind them. Luc Burgelman, Madison Partners’ founder, has been in the trenches of data and AI for years, and he’s developed insights most consultancies overlook. It’s not just tech-first or strategy-first—it’s real-world-first.
On Focus and Making Things Matter
In a world flooded with AI headlines and tech solutions, Wim calls for focus when deciding on where to deploy the technology.
You can’t do everything. You have to decide: what matters most in your business? And how can data and AI help you get there? Is it the business development and sales processes where I can make the most difference, or do I gain more by optimising my production or procurement?
For Wim, the goal isn’t digital transformation for its own sake—it’s transformation that changes the game.
Start with the end in mind. What are the business objectives I need to achieve to remain competitive and conquer my market? Then build backwards, with the right data and algorithms.
The Trap of Growth and How to Avoid It
In the nineties, Wim was part of i2 Technologies, which grew at breakneck speed, scaling from 30 to 5,000 employees in under a decade.
I loved the period when the company was still small. After that, it became harder to maintain the culture. Too many acquisitions in too short a time diluted the culture and quality of people. Layers of management came in. At some point in your growth curve, a lot tends to change. So, as a person, you need to know what gives you energy and move on when that is disappearing. Know the kind of environment you thrive in. And when the company outgrows that, be honest about it. Don’t cling. Let go when it’s time.
Another important formative experience was his 12 years as general manager of iMinds, working on digital research projects and home of the iStart accelerator (now part of IMEC).
In that set-up, the power of thought and giving trust was even more important to motivate people and teams.
Still, Wim is no idealist. To survive and thrive in a high-tech environment, companies must scale.
If you want to grow without losing your soul, you need to lead with care. That means hiring not just for skills, but for values. It means empowering people with trust, not control.
What Real Leadership Looks Like
A great leader cares. For the mission, of course—but even more for their people. You have to want the best for them. And then challenge them to live up to that.
Wim rejects the traditional command-and-control style in favour of trust-based management.
If you’ve hired the right people, your job isn’t to micromanage. It’s to create the conditions for them to thrive. That’s how you unlock long-term impact—not just short-term results.
At Madison Partners, this ethos is deeply embedded.
The Partners collaborate instead of competing. People are encouraged to speak up, bring bold ideas, and challenge assumptions. There’s ambition, yes—but it’s collective, not cutthroat. You can feel it. There’s a collective spirit here. A sense that we’re building something together, not just chasing KPIs.
Where Madison Partners Goes from Here
Ask Wim how he defines Madison Partners, and his answer is immediate:
A true thought leader. A company people trust, because there is depth to what we say and do.
He believes Madison’s strength lies in its unique combination of pragmatic expertise, deep client partnerships, and a culture built on care and clarity.
We’re not here to do generic work. We’re here to build something that matters. And that starts with staying curious, staying grounded, and always, always putting people first.
A Quiet Force with Loud Impact
Wim De Waele doesn’t need to be loud to lead. He listens more than he speaks. He jokes more than he boasts. And yet, behind that quiet presence is a mind shaped by decades of change—and a vision that sees right through the noise.
In an era of disruption, it’s rare to find someone who brings both depth and lightness. But that’s Wim: a partner who teaches by doing, leads with trust, and builds with soul.
