Rethinking cleaning: people, purpose, pride Cleaning is everywhere, but often invisible. In this episode, John van Hoof (CSU) and Frank van de Ven (i-team Global) explore how to bring visibility, respect and innovation to one of society’s most essential sectors. John shares how CSU approaches social innovation: not by scaling back, but by investing in people. From creating career growth to rethinking hospitality, the cleaning sector becomes a platform for care, visibility and human value. In this episode, you’ll learn: • Why visibility changes how work is valued • How cleaning can be reframed as hospitality • How smart tools support people, not replace them A conversation about leadership, care, and the silent impact that touches us all.