Steve Jobs & Luuk van Hoogstraten

For 15 years now, IQONIC, the incubator of Tilburg University, has been guiding starting entrepreneurs to the top. With advice, coaching, a workplace and funding, they have helped many success stories become reality. In this series of short articles, we let entrepreneurs from the incubator react to famous statements by well-known entrepreneurs: do they think the same, what drives them, and where do the entrepreneurs stand in direct opposition to each other? You can read it here!

Steve Jobs (Apple) & Luuk van Hoogstraten (Genius Voice)


Steve Jobs needs no introduction, does he?

No. Steve Jobs is perhaps the most famous tech entrepreneur in the world. His legacy is second to none and the Apple empire is still growing. But then for the sake of completeness: business tycoon, industrial designer, investor and media owner. He was the chairman, chief executive officer (CEO) and co-founder of Apple Inc.; the chairman and majority shareholder of Pixar; a member of the board of directors of The Walt Disney Company after its acquisition of Pixar; and the founder, chairman and CEO of NeXT. Jobs is widely recognized as a pioneer of the personal computer revolution in the 1970s and 1980s, along with his early business partner and co-founder of Apple, Steve Wozniak.

Why he is successful:

His focus was on minimalism. He was a person of tremendous vision, methodical and dedicated to perfection with a knack for recruiting the best people.  Jobs wanted to work with only the best in the field. "If someone sucks, I tell people to their face. It's my job, to be honest," he told me. Jobs is known for his outspoken opinions. For example, he was more convinced of himself than of focus groups. Consumers don't know what they want until we show them. Our job is to read things that aren't on the pages yet."

Famous quote:

“Stay hungry, stay foolish”

Who is Luuk?

Luuk is founder of Genius Voice which was founded in 2019. He studied at Tilburg University from 2017 until 2019 for his pre-master and master. Together with partners Jason Oleana and Dylan Mattijssen they focus on speech. Luuk: "Talking is the most convenient way to convey what's going on in your head. Talking to computers should be exactly the same. You should be able to do it anywhere, anytime you need to. You don't have to register for a specific voice channel, it should just be there when you need it. That's why Genius Voice exists."

More Luuk? Visit:

 Luuk, do you identify yourself with the quote of Steve Jobs?

Yes I can relate to that. Stay Hungry is trying to keep doing things and Stay Foolish is that it's okay to do some stupid things. And ultimately not being afraid to do stupid things is very much part of getting somewhere with your business.

How do you use the quote or your interpretation of it in your entrepreneurship?

As a company, we try to do 1 thing every day that you're actually terrified of, so it kind of comes down to that Stay Foolish. For example, that could be sending an email or making a phone call to someone who is way over the top. That's how we got in touch with developers at Apple who helped us with things. That's stepping out of your comfort zone but it's necessary.

What success did that bring?

The biggest success is that we brought in a big customer of ours in this way. At the time, we wanted to make a piece of technology that we were not able to make at the time. Eventually, we then got in touch as far as the CEO of the software program needed, who arranged for a developer of theirs from a beach in Mali to solve that for us.

Name one thing that has always stuck with you from your time at IQONIC.

Having a very critical view of what people say to you and being able to extract really relevant information from people. At IQONIC we learned to ask the right questions, not just to listen to what someone has to say but to really ask the questions about the behavior behind it. I also notice that I use this very much in my personal life and of course also within the company. This is also reflected in the quote to always remain hungry to improve by remaining critical of each other.

IQONIC – represents and supports all aspects of entrepreneurship within Tilburg University. They help students, alumni, academics and employees of Tilburg University to further develop their entrepreneurial mindset, so that they can make a difference in society. IQONIC does this by stimulating and supporting creativity and innovation.

Did you know: As a student entrepreneur or scientist at Tilburg University, you can take advantage of funds from which loans of 5,000.00 to 350,000.00 are provided? Want to know more about funds and loans? Visit