On Friday, September 26, five world-class speakers and over 2.200 leaders will gather at AFAS Live for the Amsterdam Business Forum.

This year, the theme is Optimistic Leadership and speakers include Sanna Marin, Simon Sinek and others. This renowned event typically attracts over 2.200 leaders, entrepreneurs and managers and is known as the biggest and most impactful leadership event of the year! 

“Being optimistic is keeping one's head pointed toward the sun, one's feet moving forward.”
Nelson Mandela

Speakers at Amsterdam Business Forum 2025

At Amsterdam Business Forum 2025, the world’s top minds gather together to share their insights on Optimistic Leadership:

• Simon Sinek - Author of Start with Why and The Infinite Game. Described as “a visionary thinker with a rare intellect”, Simon Sinek is an unshakable optimist who believes in a bright future and our ability to build it together.
• Sanna Marin - Former Prime Minister of Finland, the youngest Prime Minister in the world, Marin made history as the longest-serving woman Prime Minister of Finland, leading a parliamentary coalition entirely headed by women and a majority-women cabinet.
• Peter Hinssen - A pathological optimist who believes that companies must rethink themselves to thrive in an age of rapid change. As a sought-after expert, Peter brings his insights with clarity, humour, and a sharp eye for what’s next. 
• Neil Pasricha - Positive psychology researcher, author of The Happiness Equation, Neil's first TED Talk, The 3 A’s of Awesome, ranked as one of the ten most inspiring of all time.
• Eliza Filby - Leading authority on generational shifts and how they change the way we work, lead and communicate. She helps organizations navigate the challenges of a multi-generational workforce in an era of hybrid work and digital transformation.
• Ikenna Azuike - The host of Amsterdam Business Forum, Ikenna Azuike started his career as a lawyer, but is now a sought-after journalist, presenter, speaker and filmmaker.

Schedule Amsterdam Business Forum

Here's the conference schedule:

Block 1 - The Optimistic Future (9.30am-11am)

• Optimism unleashed: Harness the power of AI-driven change - Peter Hinssen (Belgium)
• Our turn: Fearless leadership for a new generation - Sanna Marin (Finland)

Block 2 - The Optimism Mindset (12.30pm-2pm)

• Intergenerational teamwork - Eliza Filby (UK)
• The happiness equation to build stronger teams - Neil Pasricha (Canada)

Block 3 - The practice of Optimistic Leadership (3.30pm-5pm)

• Leading with (a bit of) optimism: Day in day out - XL interactive session with Simon Sinek (USA).

Closing and reception (5.15pm)

After the closing talk, a reception will be held, providing an opportunity to network with the 2.200 leaders, entrepreneurs and managers in attendance.

Get tickets to Amsterdam Business Forum

Get your Amsterdam Business Forum tickets online in advance. The tickets grant access to all conference events, food and drink throughout the day, as well as access to recordings of talks in case you miss anything. Group rates are available, allowing businesses to bring multiple team members.

Here's the aftermovie from the 2024 Amsterdam Business Forum, to give you an idea of what to expect: