How my Jim Morrison tattoo sparked a client friendship

A shared love for the doors turned a business contact into something much more personal.

22 September 2025 - Last updated: 22 September 2025 -

“Shall we go to a concert together?” “YES!”

How my Jim Morrison tattoo sparked a friendship with one of my current clients 🎸

Sander Kuijer saw my Jim Morrison tattoo in a video on LinkedIn.
He immediately called me:

“Are you a fan of The Doors?”
“YES!” I said.
“You too?”
“YES!”
“Shall we go to a concert together?”
“YES!”
“Awesome, I bought tickets,” said Sander.
“WOW, let’s do it!”

I also told Sander that I’ve been hiding my tattoos for years both online and in meetings with clients.
Always long sleeves, never a T-shirt.
Because I was afraid that stereotypes might hurt my professional relationships. And honestly, that can happen.

I only got my tattoos after becoming my own boss. Before that, I didn’t dare thinking it might harm my career opportunities.
Justified? Maybe not. But it felt real at the time.

Until I was a guest on the Midlife Crisis Podcast by our client Diederik Erbé.
That was the turning point.

Now I’m fully open and completely myself.

Going wild with Sander to The Doors was amazing!
Sander and ETB Group work in Customer Engagement and hopefully, this was a solid example of reverse Customer Engagement.
Sure, it was his idea, but definitely a unique client experience 🙂

Beautiful how a shared love for music brings people together. And then everything just flows.

Against all odds, we even ran into Erik at the bar one of our very first clients. What a great surprise!

Thanks Sander for this amazing experience!
Next time, I’ll invite you maybe to the Rolling Stones… oh wait, you’re not into that 😉 Nirvana then!!

One thing’s for sure: This is NOT the End! 🤘🏽

Three men stand close together in a crowded, dimly lit venue, smiling and holding beers. One reveals a Jim Morrison tattoo as they enjoy the music, capturing the spirit of client friendship in the lively atmosphere illuminated by red stage lights.

Show me the magic in real life 🪄

More cases

View all cases