About The Rethink Lab

  • Rethink because the goal is to invite you to reflect on your current thinking—the assumptions and beliefs on which you operate—and make room for a new perspective that may serve you better.

    Lab because there is no one best way to apply the insights of Complexity. Each situation is different, each context unique. Instead of a set of best practices, you will gain foundational knowledge and wisdom that will help you improve your organisation’s impact and outcomes.

  • First, it’s a brain-twister*

    On a more serious note, in Ancient wisdom, the dog symbolises not only guidance but also alertness, readiness and compassion—essential traits for navigating a complex world.

    The Black (brown or blond) Dog complements another symbol of Complexity: The Black Swan.

    Taleb’s Black Swan is helpful as it reminds us that unexpected events may have significant consequences. However, it may also suggest that Complexity is mainly about anticipating uncertainty. But Complexity is much more.

    Rather than focusing on factors beyond our control, Complexity Thinking invites us to reflect on how our actions shape the world around us. Tapping into this collective superpower is the key to building a sustainable future.

    *What a happy coincidence that Lab is short for laboratory but also Labrador ;).

Ammy Vogtlander next to a window

About Ammy Vogtlander

During my master's in Theoretical Physics, I developed a deep curiosity about how our thinking shapes how we view the world, including the opportunities we see to change it.

For 25 years, I worked in strategy and senior management roles with multinational corporations and consulting firms across the US, Europe, and the Middle East. While heading the strategy team for one of the largest groups at RELX, I became fascinated by the relationship between economic theory and long-term value creation. During this time, I noticed that although conventional economic theories can help us improve current market conditions, they are inadequate when transitioning towards a radically new, more sustainable future.

Today, I work as an independent advisor focused on Complexity and New Economic Thinking, affiliated with the Centre of Complex System Studies at the University of Utrecht.

I live in Hilversum, close to the woods, with my partner Bas and a few labradors who are technically guests but behave like permanent residents. I’m inspired by human creativity in all its forms—books, art, jazz and cooking—and I love spending time in nature—walking, camping, rowing, or skiing.

  • My fascination with Complexity began over 30 years ago. As a visiting researcher at Delft University of Technology, I spent a year studying the learning behaviour of networks, figuring out why some excelled at problem-solving while others struggled. The insights I gained during that time have served me throughout my career.

    After two decades in the corporate world, I returned to these academic roots with a clear mission: to bridge the gap between science and business. Developing The Rethink Lab framework was a rigorous, multi-year journey. I attended countless lectures, collaborated with leading scientists globally, and synthesised vast amounts of literature into one accessible framework for sustainable business.

    To further advance my expertise in Complexity as it relates to Economics and AI, I completed two certified programs:

    • Behavioural Macro and Complexity Economics at the Tinbergen Institute (Erasmus University Rotterdam & University of Amsterdam).

    • Complexity, Artificial and Human Intelligence at the New England Complex Systems Institute (NECSI), operated by faculty from MIT and Harvard.

    Today, alongside my work with companies, I am a guest lecturer at several universities, teaching courses on Complexity, New Economic Thinking, and Sustainability.