Yan Decock

I was – and I still am – an entrepreneur in the agri-food sector. Conferences are the natural extension of my daily life: I share what I actually experience in the field, from creating a brand to its commercialization.

It all started with invitations from universities, schools, and companies that wanted me to share my experience. I discovered a true passion there: conveying concrete ideas and inspiring action.

I experienced the liquidation of one of my companies. This failure was a real accelerator: it taught me humility, resilience, and allowed me to become a much stronger and more effective entrepreneur.

I love seeing people leave with a new way of thinking or the desire to take action. If an idea heard during a conference can change a trajectory, then the goal is achieved.

My mission is to democratize Made in France and to help evolve the codes of large distribution by developing more innovative, more transparent brands that are closer to consumer expectations.

Dreams are not reserved for a few. With work, method, and perseverance, it is possible to tackle very large markets, even starting from scratch.

I often talk about the encounters that have marked my journey. Human connections remain, in my opinion, the greatest lever of success, and they will have even more value in the era of artificial intelligence.

I grew up between Lyon and the Loire, in an environment where the values of simplicity, sharing, and solidarity held an important place. These are still today the foundations of my way of doing business.

I didn't have a specific job in mind. However, I have always wanted to wake up every morning with the desire to go to work. Today, I realize how fortunate I am to have built a life in line with this ambition.

I especially remember a first pitch that I had prepared for days. In my quest for perfection, I had lost all spontaneity. I learned that a speech resonates more when it is sincere than when it is recited.

My mentor, Bernard, had a decisive influence. A former entrepreneur, he taught me that a business is built as much with successes as with the difficulties we go through.

The day I realized that I would thrive more by creating my own projects than by pursuing a career in an organization where my values were not reflected. This decision changed my entire trajectory.

Sharing, simplicity, and authenticity. I am convinced that happiness is built more in the small moments of everyday life than in the big events.

I rarely spend two identical days. Between developing new brands, meetings, conferences, classes, and entrepreneurial projects, this diversity fuels my energy and creativity.

By giving 200% in everything.

Sports are part of my daily balance. I am also passionate about agri-food, large distribution, and everything related to product innovation.

The sometimes very negative climate of our society. I am convinced that with more optimism and positive energy, we can achieve extraordinary things.

I am constantly interested in the developments in the agri-food market and international synergies. Understanding tomorrow's trends is essential for innovating today.

My grandmother often told me that experience brings wisdom. Over time, I have understood that the greatest successes are built as much with patience as with ambition.

To believe more in one's dreams and to dare to think bigger. The limits we impose on ourselves are often much stronger than those of the market.

I try to never let ambition become a limit. Continuing to think big while staying clear-headed is a balance that I cultivate every day.

Being able to maintain my good mood and enthusiasm, no matter the difficulties encountered. It is a strength that accompanies me both in my life and in my projects.

The development of Direction Makers is currently my biggest challenge. My ambition is to create a platform capable of bringing forth the next great French food brands.

I help companies and entrepreneurs turn an idea into a concrete project. My goal is to provide them with a clear vision, pragmatic methods, and the desire to take action.

Because I share experiences that I still live today. I talk as much about my successes as my mistakes, with a very concrete and unfiltered approach.

Transforming ideas into brands and projects into businesses.

I focus on topics that I actually experience: entrepreneurship, product innovation, brand creation, business development, and retail. I do not position myself as a general management or human resources expert.

I do not tell a past story: I build businesses on a daily basis. Each conference is fueled by ongoing projects and real situations.

I have created several food brands referenced in over 2,000 points of sale, generating over one million euros in revenue, while currently developing Direction Makers.

My conferences are dynamic, interactive, and very concrete. I mix feedback, humor, and directly applicable tools.

Leaders, entrepreneurs, students, sales teams, and anyone who wants to innovate, start a business, or develop new projects.

I am particularly relevant for companies that want to stimulate innovation, develop new products, strengthen their entrepreneurial culture, or improve their ability to market an offering. My experience is particularly strong in agri-food, consumer goods, retail, and mass distribution.

Participants leave with a more ambitious vision, immediately applicable methods, and above all, the desire to move from idea to action.

Yes: test quickly, learn quickly, and move forward without waiting for everything to be perfect. The best projects do not arise from perfect ideas, but from their ability to be realized.

I have created several food brands listed in over 2,000 points of sale, generating more than one million euros in revenue. Today, I am developing Direction Makers, a platform dedicated to the creation and distribution of new food brands.

I have worked with companies of all sizes, from start-ups to large groups, including Michel et Augustin, France Boissons, as well as many agri-food SMEs. I also work with universities, business schools, and executives.

Participants appreciate the concrete aspect of my interventions. They leave with directly applicable methods and a more realistic view of entrepreneurship.

I speak in front of students as well as leaders, sales teams, or entrepreneurs, in formats ranging from 30 minutes to a full day. My conferences are particularly suited for companies looking to stimulate innovation, entrepreneurial spirit, and action.

In parallel to my conferences, I teach entrepreneurship at IAE Lyon 3 and continue to develop several businesses. This ongoing activity in the field allows me to share current examples, real figures, and lived experiences.

Energetic, authentic, and positive. I love engaging the audience with a dynamic rhythm, lots of interactions, and real closeness.

My conferences alternate between anecdotes, humor, interactions with the audience, and feedback. I want participants to experience a moment as much as they attend a conference.

Yes, I rely on photos, products, figures, and especially on real-life stories. Each concept is illustrated by a concrete case from my background.

I am halfway between inspiration and the field. My conferences follow a precise structure while allowing for significant interaction and adaptation to the audience.

Yes, each intervention is tailored to the sector, challenges, and objectives of the company. The examples, practical cases, and key messages are personalized according to the audience.

Because I tell the reality of entrepreneurship, without filter. Participants remember true stories, concrete figures, and lessons they can apply the very next day.

The moment they realize that great successes are often the result of a multitude of failures, adjustments, and imperfect decisions. This de-dramatizes the transition to action.

I want participants to leave with more ambition, confidence, and above all, the desire to act. A successful conference is one that inspires action the very next day.

That a good idea is never enough. Success relies on execution, the ability to adapt, and perseverance in the face of difficulties.

Concrete methods to move more quickly from idea to action, better test their projects, and make decisions with more pragmatism.

I share the methods I use daily to create a brand, launch a product, validate a market, and develop a business, illustrated by real cases.

That one must have a revolutionary idea or wait for the right moment to start a business. The best opportunities often arise from action, not perfection.

I rely on the creation of my brands (NAKA, DUDE, ALUNA), the development of Direction Makers, my negotiations with large retailers, as well as my successes... and my failures.

I address entrepreneurial failure, financial difficulties, management mistakes, tough negotiations, and moments of doubt head-on. They are an integral part of success.

That entrepreneurship is not reserved for an elite. With method, hard work, and boldness, anyone can bring ambitious projects to fruition.

The moment when participants realize that the only limits that matter are often those they impose on themselves. From there, they see their projects with much more ambition and confidence.

I intervene in person, remotely, or in hybrid format. I prefer in-person sessions, which promote exchanges, collective energy, and interactions with the audience.

I quickly adapt to the energy level of the room by creating more interactions and telling concrete stories. My goal is to engage the audience rather than subject them to a lecture.

The essence of my presentations relies on my experience and my ability to tell stories. If the technology fails, I naturally continue by adapting my presentation.

I appreciate questions, even when they are demanding, as they enrich the exchanges. I also make sure to respect the allotted time while allowing for a dedicated space for questions when the format permits.

A conference fails when it is disconnected from the audience's expectations or too theoretical. That is why I prepare each presentation with the client to tailor the content, examples, and messages to the audience's issues.

I easily adapt to the constraints of the venue.

No

I usually arrive about 2 hours before the event starts to discuss with the organizers, test the equipment, and familiarize myself with the venue.

Yes, I speak in France as well as internationally. I can deliver my lectures in French and work with an interpreter if necessary.

It is possible to film

Yes, I enjoy taking time before and after the conference to interact with participants, answer questions, and extend discussions in a more informal manner.

I pay particular attention to the preparation of each presentation. Organizers appreciate my responsiveness, availability, adaptability, and the fact that I systematically customize my talks according to their issues.