Writing this acknowledgement marks the end of journey I thought I would never take. I thought a PhD was only for the smartest of people. Now I know that it's not about intellect. It's about willpower, discipline and perseverance. I also know it's a journey that you can't finish on your own. Asking for help and support has never been my strongest point. I have been so fortunate to have had people who o↵ered help when I needed it, who provided me with a listening ear, and most important who kept on pushing me to finish my PhD and remind me that quitting was just not an option. The list is too long to mention everyone by name, but there are some people that I would like to thank explicitly.First, I would like to thank my supervisors Aard Groen and Fons Wijnhoven for keeping up with me and believing in me. Aard, I must have made a good impression when I sold your daughter a phone. After you realized that I was the sales lady, you still o↵ered me a PhD position at NIKOS. Thank you for taking me on board! On a more serious note, you gave me the freedom to explore possible research topics. You encouraged me to network with others, to talk to entrepreneurs, and to find a daily supervisor whom I believed could provide me the guidance and supervision I needed.Fons, I sincerely do not know how you kept up with me. In our meetings you forced me to challenge my own thinking. You never TOLD me to do anything. You only asked guiding questions so that I could articulate my ideas more clearly. You always made time to read my work and to provide detailed feedback. Whenever I got stuck, I isolated myself to solve the issue myself. It never took long before you mailed me, or came by vii my o ce to ask how things were going, and to suggest to have a meeting. When I left the University to go back to practice, you always stayed in touch to ensure that I would have my eyes on the ball: finishing my PhD. Fons, you went above and beyond to get me where I am now and I will be forever grateful for that.Michel Ehrenhard, you have been a key player in my PhD journey. It was you who convinced me to consider a PhD, and it was you who introduced me to Fons. I think it's only fitting that you have an important role in the final stage of my PhD journey as a member of my graduation committee.A PhD can sometimes be a lonely journey. I would like to thank Gabi, Raja, Arjan, Ellen, Björn, Niels and Martin for the fun times. I loved our weekend trip to Texel, training for and running the Berlin Marathon with Niels (and Jasper), our Christmas dinner, and other get-to-gathers. Although we had our own projects, it made me feel as if we were a team working towards the same objective: finishing our PhD.I would also like to thank those who were not directly involved in the PhD trajectory, but were very important to me. Starting with Leni and Frans. You have seen me develop from a baby to an adult. You were always there for me during the happy times and the bad times. You provided me with advice and guidance, helped me study for my statistics exams, and were ...