Sander Hoogendoorn

Independent software craftsman

Sander is an independent dad, speaker, writer, and traveler. He has been writing code since 1984 and still codes every day. He is a serial CTO, currently at e-commerce iBOOD, before at software vendor ANVA, and at insurer Klaverblad Verkeringen. Sander is a code philosopher, agilist, and operated as Capgemini's global agile thought leader before going freelance in 2015.

Following his adagio that small steps are the fastest way forward, Sander helps to empower organizations, teams, and individuals, and to disrupt their ways of working, technology, architectures, and code. He has authored various books and published tons of articles.

Sander is a well-known and inspiring keynote speaker at international conferences on diverse topics such as disruption, culture, (beyond) agile, continuous delivery, microteams, monads, software architecture, microservices, and writing beautiful code.

Tools do not solve problems, thinking does.


For speaking invitations, I have the following policies. Once we have reached agreement, the policies on this page do apply to our agreement.


As a freelance CTO, software architect, programmer, coach I am only paid for the days that I work for my clients. As a consequence, although I really love doing opening keynotes and talks at events around the world, in essence events and the associated travel costs me a part of my annual income. Therefore, I applying the following guidelines:

  • Community organized events, that are non-for-profit, I regularly do free of charge, if my schedule allows me to. A bottle of good limoncello or pastis would be a nice gesture though ;).
  • Lectures at universities or colleges follow the same guidelines as community events.
  • For opening keynote and talks at events that are either in-house, or for-profit, my regular fees apply. These fees however differ, depend on the country where the event takes place (not all countries have the same level of GDP).
  • For training courses or workshop I charge a daily fee, which again, dependes on the level of GDP in a country, but is never lower than my daily client fee.
  • As I love to travel, for opening keynotes, talks and training courses in countries that I haven't visited yet, I'm more than happy to discount my fees.
  • Travel is not included in my fees , and neither is VAT.

At this time, I'm not (yet) disclosing my fees, but I'm happy to share these if you are interested of inviting me to your event, publicly or in-house.


For events that I can drive to (from Utrecht, the Netherlands), I will charge 0.19 euro per kilometer to the venue, both ways. If other means of transport are necessary, such as flights (in economy), taxi's and hotel expenses, I require the event organizer to pay (and preferably book the itinerary I suggest).

If you need to cancel an event for which we've reached agreement, I will charge a cancellation of 50% of the original fee. However, if your event is postponed, and I'm still available for the new dates, I will waver this cancellation fee.

Sander Hoogendoorn (extended bio)

Independent software craftsman

Sander Hoogendoorn is an independent dad, speaker, writer, traveler. He is a freelance consultant, craftsman, CTO, software architect, programmer, beyond-agile expert. He is seasoned in agile, continuous delivery, (no) software estimation, smart use cases, design patterns, domain-driven design, UML, software architecture, microservices, test-driven development, and writing beautiful and tested code.

Sander helps organizations and teams to innovate and to move their ways of working, practices, architecture, code, and tests forward. Currently, as chief technology officer at e-commerce, and architecture coach at MendriX. Previously, as chief architect at IoT company Quby (makers of Toon), as a director at agile consultancy 101 Ways, CTO at software vendor ANVA, and CTO at insurer Klaverblad. Before he went freelance he was Capgemini's global agile thought leader, and partner at Dutch consultancy Ordina.

Sander authored best-selling books such as This Is Agile and Pragmatic Modeling with UML, and published tons of articles in international magazines. He is an inspiring (keynote) speaker at international conferences, presented hundreds of (in-house) training courses, and lectured at many universities. Currently, Sander is working on two books in parallel, one on going beyond agile in microteams, and one on microservices.

Sander is well known for his enthusiasm and motivational capabilities, innovative skills, team building, in-depth knowledge of the field, quick adaptation, broad vision, and collaborative skills. An open personality, eager, driven, out-of-the-box thinker. He is not afraid of trying out new paths and techniques and has never been a nine-to-fiver.

Tools do not solve problems, thinking does.

My current talks

Here's a list of the talks I'm currently doing. There's a wide variety of topics, styles, and material used, from inspirational keynotes to tech talks with lots of code.

It’s a small world after all

How thinking small is changing software development big time

The world is changing fast. More precisely, the world is changing at increasing speed. This means things that were not possible five years ago come into reach. Incumbent organizations need to adapt fast to keep up with new competitors that use new technologies easier, faster and better than they do. As a result, every aspect of software changes towards smaller. Even smaller teams or even micro-teams, less management, flatter organizations, even shorter cycles, and smaller components.

During this energizing and high-paced talk Sander discusses the Cynefin model, shows why software development goes so terribly wrong, how to move beyond Scrum and enterprise agile, why self-organization is not as easy as it looks like, why continuous delivery leads to not doing projects or estimates anymore and why microservices are hard but essential as underlying foundation.

In short (<500 characters)

Our world changes at increasing speed. Things that weren’t possible 5 years ago come into reach. Incumbents need to adapt to match start-ups. We evolve towards smaller, faster, shorter. Smaller teams or even micro-teams, flat organizations, no management, even shorter cycles, smaller components. During this inspiring talk, Sander discusses Cynefin, how development goes wrong, how to go beyond Scrum, why self-organization is hard, why continuous delivery allows you to stop doing projects.


Codemotion Rome 2019 (opening keynote). The attendees' results rated your talk as 99% "Good",  0% "Neutral" and  1% "Bad".


This talk serves and has served well as an inspirational (opening) keynote.

How microteams change the way we collaborate. Again.

Introducing the next evolution in autonomous collaboration in the age of agile and remote working

Over the years​,​ the way ​organizations and teams operate in software development has changed quite a bit. From projects where teams were sliced vertically per discipline, to multi-disciplinary and cross-functional teams in agile approaches and frameworks. Now, as a consequence of increasing velocity, remote working, DevOps, DevSecOps, and continuous delivery, we are on the move again.

In Sander's vision, teams will be even smaller than in agile, ​work in much shorter cycles than in Scrum, ​and ​become ​much more fluent.​ ​Sander has been experimenting with collaboration in teams for years and reasons about this next evolution of collaboration as ​domains, ​streams, and microteams. This talk illustrates how organizations and teams doing software and product development can transition to focus on delivering value using the ever-evolving and self-organizing power of microteams and how to get there using a combination of models, such as Cynefin, moving beyond agile and Scrum, innovation funnels and backlogs, autonomy, and fewer rules.​

Stairway to heaven or highway to hell?

Lessons learned from five years of microservices

Microservices are all the hype. Websites are full of posts, books are being written and conferences organized. There are big promises of scalability and flexibility. However, when you are knee deep in mud as an architect, developer or tester, it’s hard to find out how to get there.

Sander Hoogendoorn, independent craftsman and chief architect at Quby (makers of Toon), discusses the long and winding road his recent clients and projects, both greenfield and brownfield, have traveled towards microservices and continuous delivery. Sander addresses lessons learned about polyglot persistence, domain driven design, bounded contexts, being RESTful, doing API design, continuous delivery, build pipelines, automated testing, and security, illustrated with many real-life examples from several of his diverse clients.

Welcome to the world of micro-apps

How to get the most of front-end microservices using Angular and Typescript

Microservices have been around since a few years, and many organizations are starting to benefit from these autonomous, independently deployable and easy maintainable small blocks of code. However, if you examine some of the popular definitions of microservices, we are still building a single application as a suite of small services.

During this talk, Sander Hoogendoorn will explain and demonstrate how front-end development can also benefit from building it in small autonomous, independently deployable blocks of code, instead of implementing a single monolithic web application. Of course, Sander will use many code examples in Java, Angular and Typescript (and probably some live coding) to illustrate even better how to build micro-applications similar to your microservices.

In short (< 500 characters)

Microservices have been around for a few years. Many organizations benefit from these autonomous, independently deployable and easy maintainable blocks of code. However, in most projects, we still build a single application on top of these services. This talk demonstrates how front-end development can also benefit from building in small autonomous, independently deployable micro-apps, instead of building a single monolithic web application. With many code examples in Angular and Typescript.


Codemotion Amsterdam 2019. The attendees' results rated your talk as 90% "Good",  10% "Neutral" and  0% "Bad".


Nice front-end technical talk with code examples and possibly live coding in Angular and Typescript.

Do or don’t. There’s no try. Or is there?

The power of monads explained. Sort of

One of the great things about being a programmer is that you never stop learning. Even after having programmed for almost 35 years, I still improve on the way I write code. Recently the way I write code changed once again when I started to apply monads and especially the Try class.

During a recent project, my team created a small library that ports the behavior of the Scala Try monad. Although at first, this new monad didn't appeal to me, I soon really started to appreciate this style of programming, where we concatenate series of Map() and FlatMap() methods, using lambda’s, and avoiding abundant try-catch blocks, and many if statements and null checks.

In the meantime, I have contaminated many programmers with this style. Developers make it a sport to always start every method with a return statement. During this talk I’ll discuss lambda’s, closures and monads, and demonstrate the power of this simple monad, using many code examples (in Java, C#, and TypeScript). Don't hesitate to join in.

In short

As a programmer, you never stop learning. Recently the way I code changed dramatically when I consciously started to apply monads, starting with a port of Scala’s powerful Try monad. During this talk I’ll discuss lambda’s, closures and monads, and build of a simple Maybe monad, demonstrating the power of monads, using many code examples (in Java, C# and TypeScript). Don't hesitate to join in.

Flow: the worst software development approach in history

Together with Kim van Wilgen, customer director at Schuberg Philis

Ever since we started writing code in the fifties of the previous century, managers and project managers have tried to discipline and structure the way we work. However, no matter how many consultants and coaches are hired to implement increasingly complex process frameworks and methodologies, developers and testers always come up with new simplistic approaches.

During this talk, Kim and Sander will feal with Flow: the worst software development methodology in the history ever, taking inspiration from the worst principles and practices from methodologies such as waterfall, RUP, Scrum, Kanban, Lean, BDD, LeSS , SAFe, Spotify and of course everything continuous. Don't let project failure take you by surprise, be certain!

Building a microservices architecture in small steps

A practical guide to the many architectural, design and coding decisions you too will need to make on the way to microservices.

To further improve time-to-market and adaptability in delivering their services, e-commerce company iBOOD (well-known for their daily deals) is reshaping the their software landscape, which largely consists of a number of mobile applications (built in Flutter), web applications (TypeScript, React) and back-end services (TypeScript, nodejs, Python, Kotlin).

While the current landscape must continue to run and evolve (the shop must remain open), we started working on a new microservices platform called Ibex, which leverages state-of-the-art technology, such as Typescript, node.js, and additional frameworks (such as @thisisagile.easy), continuous delivery, fully automated pipelines and running on the Google Cloud Platform. Unfortunately, with microservices, there is no well-described recipe that will take you directly to your desired end state. So, together with the tech team Sander Hoogendoorn, CTO at iBOOD, ventured off to and is trying to navigate through the many big and small decisions you need to make when moving towards a microservices technology on a daily basis. During this interactive talk Sander will take you through the small steps iBOOD is making, illustrating many of these architectural, design and frameworks decisions made, along the way, with real code examples in Typescript, slowly arriving at a happy state and a set of patterns and coding techniques that evolved along the way.

Sander not only talks the talk, but walks the walk as well. The effort his teams have put in building microservices has resulted in a nice open source framework called @thisisagile.easy. If your company or organization is also underway towards a microservices architecture, and continuous delivery, be sure to visit this talk, as you too will have to answer many of the questions Sander and his team are facing, and have faced in earlier successful implementations.

Domain driven design at the heart of your microservices landscape

How bounded contexts and other patterns help you deliver on microservices promises

With microservices and serverless are the current hypes, there are big promises of scalability, replaceability, and flexibility. However, when you are knee deep in mud as an architect, (front-end) developer or tester, it’s not always easy to see how.

At recent clients, in CTO roles, Sander Hoogendoorn has helped create landscapes of small microservices, that deliver on the promises above, with architectures based on the patterns from domain driven design. Moreover, these landscapes also feature many micro-applications, which are based on domain driven design patterns, that also deliver on the promises of microservices.

During this talk, Sander Hoogendoorn, independent craftsman and chief architect for IoT idea company Quby, discusses the set of patterns such as resources, representations, repositories, entities, value objects and factories that helped build these services and applications in an evolutionary architectural style. Sander also discusses why every micro-application and microservices has its bounded context, and how this domain driven design pattern is essential for enabling these landscapes of small services, of course, using many real-life examples.

Beyond breaking bad

The current state of agile in ten easy lessons

After having coached iterative and agile projects for almost twenty years, author, craftsman and independent consultant Sander Hoogendoorn, looks back on what agile, Scrum, Kanban, XP and other agile approaches have brought us in real-life. In his well-known, high-speed style Sander will motivate why agile is dead, why you need to stay away from Scrum task-boards, how to stay away from estimates and deadlines, the law of large numbers, how to avoid red sprints, how to put your trust in metrics, how to draw owls, that projects are waste, and most of all that you are not Usain Bolt and last-but-not-least he will explain why you should stop doing projects, but focus on roadmaps and minimal viable projects!

In short

After coaching agile for over fifteen years, Sander looks back on what agile and Scrum have brought us in real-life. Sander will motivate why agile is dead, why to stay away from Scrum boards, how to stay out of estimates and deadlines, how to avoid red sprints, how to draw an owl, shows that project managers are not a total waste after all, and that you are not Usain Bolt.


This talk has served well as (opening) keynote to quite a number of agile and development conferences.