Business has always been personal to me.

I grew up around entrepreneurs, spent more than a decade advising organisations as a strategy and management consultant, and eventually became an entrepreneur myself.

With Jade Advisory I bring those worlds together.

I learned about business long before I became a consultant.

I grew up in an entrepreneurial family. My parents ran businesses in hospitality and retail, and from a young age I helped in their restaurant.

I saw first-hand what it takes to build a business: the long hours, the responsibility, the constant problem-solving and the determination to make it work.

It taught me the value of hard work. But it also showed me what happens when too much of a business depends on the people running it.

Then I learned how businesses work at scale.

I went on to spend more than a decade in strategy and management consulting, including at EY, advising organisations from SMEs to Fortune 500 companies in the Netherlands and internationally.

My work spanned strategy, performance improvement and operations, looking at where organisations wanted to go, what was getting in the way, and what needed to change to improve performance.

It gave me the opportunity to see inside many different businesses and understand how strategy, people, processes and ways of working come together.

Selected organisations I've worked with and
advised throughout my consulting career.

The best of both worlds, without the corporate baggage.

When I became an entrepreneur myself, I realised neither world had all the answers.

Growing businesses don't need layers of corporate bureaucracy. But there comes a point where entrepreneurial instinct and working harder aren't enough either.

They need more clarity.
Better ways of working.
Clearer ownership.
Stronger decision-making.
And a founder whose role can evolve with the business.

That's the space Jade Advisory was built for.

I created Jade Advisory to bring structured thinking, strategic perspective and practical problem-solving to founder-led businesses, without trying to turn them into corporations.

Growth is not always about a bigger business, bigger team or more complexity, but a better business instead.

Beyond the business

I'm Zhen Jun Chang, but most people call me ZJ.

I'm a mom of three girls, runner, lifelong learner and someone who finds it strangely satisfying to make complicated things simpler.

Outside of work, you'll often find me running or training for my next race or HYROX.

I'm also endlessly curious about business, psychology and personal development, and I love travelling and experiencing new places with my family.

I live in Amsterdam with my husband and our three daughters.

Ready To Build Your Business For The Next Stage?