Upstream Advisory I Performance

Support to realize your full potential

Our mission

Making the impossible possible.

We strive with the team to achieve uncommon results with common people.

Brand story

Looking out the control tower you can see that the view is amazing. Every angle showcases a spectacular outlook on the world around. The wide views enable seeing the bigger picture.

The observatory allows for looking far ahead. Spot the horizon, get a glimpse of the future. Although the visibility from the tower is great, down there new realities continuously emerge.

Can you really understand the bigger picture - and navigate accordingly, if you can’t clearly identify the details that construct it? Upstream Performance has a proven track record. We get down - and dirty.

Acknowledging ownership, co-creation and collective wisdom start on the shop floor. These elements make the impossible possible. Because real improvements are harvested bottom up, and not top down.

Head in the sky and feet in the mud.

Performance Advisory

Change better. We support companies to structurally improve their business. Save resources and money for your core business.

We are your dedicated partner to accelerate growth and optimize operational expenses helping you realize your full potential.

We also support companies with corporate finance. Please visit our sister company Upstream Capital. 

Our skills

Strategic Design Thinking


Lean Six Sigma


Business Transformation

Project and Program Management



Continuous Improvement


Our team

Jobbe Jorna

Founder and Managing Partner

Strategy & Transformation, Lean Six Sigma  and Operational Excellence Expert.

Proven track record with +20 years experience in the role of business coach, organisation advisor, banker/ investor and operational excellence project leader. 

Seasoned trainer in Lean Six Sigma, Business Transformation, Capital Raising and Project Finance at various companies and institutions, amongst others ING, KPMG, Philips, Signify and Nobian. 

I am also mentor with the Startup Program

(a) ACE - Technology & Science

University of Amsterdam

(b) Startlife - Food & Agtech

Wageningen University


Business Partner(s)

We are looking for business partners and talent in various positions.

Please contact us if you are interested.