THE STORY
About Ivanka Menken: 25 Years Building, Leading and Coaching Globally
Ivanka Menken is a strategic mentor for founders, an author and an international speaker based in Brisbane. She co-founded The Art of Service in 2000 from her living room, grew it across 160+ countries, and now holds founders of $500K to $3M businesses to the decisions that shape their next chapter.
Brisbane, Australia
Ivanka Menken is a strategic mentor for founders, an author and an international speaker with over 25 years of hands-on experience building and scaling businesses globally.
She co-founded The Art of Service, a compliance education and advisory company that has trained more than 54,000 professionals across 160+ countries, generating over $25 million in cumulative revenue.
Originally from the Netherlands, Ivanka holds a double degree in Applied Science and Education, and is a graduate of the MIT Entrepreneurial Masters Program, the prestigious growth program for high-impact founders. She was named one of Australia's 50 Most Influential Women Entrepreneurs (Inspiring Rare Birds, 2016) and holds expert-level certifications including ITIL Expert, ISO 20000 Expert, PRINCE2 Practitioner, and membership of the EXIN Expert Panel.
Her career spans management consulting, corporate training for the ICT industry, quality management, and organisational change, before she made the leap to entrepreneurship in Australia in 2000. She is a bestselling author of certification guides and handbooks across ITIL, cloud computing, ISO 20000, and leadership: books that are actively used by professionals around the world.
Ivanka brings real operational depth: building and managing remote teams across five continents, establishing reseller distribution networks, designing compliance and certification frameworks, and scaling e-commerce operations.
She has spent two decades leading peer groups and mentoring founders in a global entrepreneurs' network.
Ivanka is bilingual (English and Dutch) and has lived and worked across five countries.
THE PERSONAL STORY
The story behind the business
I met my husband Gerard in 1996 in the Netherlands. We were both working in IT service management, both restless, both convinced that there was a bigger life waiting somewhere. In 2000, we moved to Australia with nothing but two suitcases, a shared ambition, and a conviction that we could build something meaningful on the other side of the world.
We started The Art of Service from our living room. I was pregnant with our son when the business was taking its first steps. When Frank was born eight weeks premature, I remember the doctor saying he was in a hurry to get out, and Gerard joking that the business was like his older brother. Those early days were a blur of NICU visits, customer emails, and the quiet terror of knowing that everything depended on us.
There was guilt. So much guilt. The guilt of working when I should have been with my baby. The guilt of being with my baby when I should have been building the business. The guilt of wanting both, and never feeling like I was enough at either. Every working mother knows this feeling. Very few talk about it honestly.
Over time, I learned that the guilt does not go away. You learn to carry it differently. You learn that being present matters more than being perfect. And you learn that the values you build your business on are the same values you want to teach your child.
Three values have guided everything I do:
Integrity over convenience
Do the right thing, even when no one is watching. Especially when no one is watching.
Growth through discomfort
The most important lessons are never comfortable. Lean in, not away.
Relationships before transactions
Every business is ultimately a web of human connections. Invest in people first.
THE JOURNEY
Building across borders
From a living room in Brisbane to clients in 160+ countries: the businesses, the ventures, and the stories along the way.
The Art of Service
Our flagship business. What started as an IT service management training company became a global education, certification, and AI-powered compliance platform. Over $25 million in cumulative revenue. 54,000+ professionals trained. Certification guides that became bestsellers. It is the business that taught us everything, and it is still evolving.
theartofservice.com →Emereo Publishing
Our publishing arm. We built Emereo to create practical, accessible professional development resources. Over the years, we published hundreds of titles across technology, management, and leadership, many of which became category leaders on Amazon and other platforms. It was through Emereo that I discovered the power of putting knowledge into the world at scale.
Horses-Store
A venture born from passion. As an avid equestrian, I saw an opportunity to build an online retail platform for horse supplies and equipment. Horses-Store was a lesson in e-commerce, logistics, and the power of serving a community you genuinely belong to.
Q-LINN
An import business focused on women's sports gear. Q-LINN imported sports bras and other women's athletic wear into the Australian market. It taught me about product sourcing, logistics, and serving a community I cared about. It was a departure from our core business, and that was the point.
Brazil, 2009
Travelled to Brazil to deliver train the trainer programs, sharing our IT service management methodology with local practitioners. It was the first time I experienced the entrepreneurial energy of South America up close, and it reinforced my belief in the power of knowledge transfer across cultures.
A-Players
The single most important lesson I learned about scaling: you cannot build a great company with B-players. Hiring for culture, raising the bar on talent, and being willing to make hard decisions about who stays and who goes: that is what separates companies that scale from companies that stall.
Remote since the early 2000s
We've been a remote-first company since the early 2000s, long before it became fashionable. Our team spans continents, our clients are global, and we learned early that the best talent doesn't always live in your city. This operating model has been one of our greatest competitive advantages.
IN THE FIELD
Bestselling author. Still in the arena.
Bestselling Author
Ivanka has authored bestselling certification guides and professional handbooks across multiple domains, books that are actively used by practitioners and organisations around the world.
- ITIL Service Management
- Cloud Computing
- ISO 20000
- Leadership and Organisational Change
Available through major global retailers
Ivanka is still in the business she co-founded: The Art of Service runs certification and assessment programs for enterprise clients. Explore The Art of Service →
BEYOND BUSINESS
The passions that keep me whole
Horses & Dressage
I have been riding since I was 12 years old. Horses have been the constant thread through every chapter of my life, across countries, careers, and every stage of personal growth. When everything else is in motion, the stable is where I find stillness.
Dressage, in particular, has taught me more about leadership than any business book. It is the art of communicating with a 600 kg animal through invisible cues: leadership without control, partnership without words. You cannot force a horse to perform. You can only create the conditions for willingness.
I am a C-level EA Dressage Judge, registered with Equestrian Australia, and I actively judge most weekends. Judging dressage requires the same skills I use in coaching: observing without bias, providing clear and constructive feedback, and holding a standard without losing compassion.
“The horse is a mirror. It reflects back exactly who you are in the moment. Not who you think you are, not who you wish you were. And judging teaches you to see clearly, without attachment to the outcome.”
Painting
In 2024, I started painting. It was unexpected, unplanned, and exactly what I needed. After decades of building systems, analysing frameworks, and optimising processes, painting gave me permission to create something with no KPIs, no deadlines, and no client expectations.
I work primarily in acrylics and watercolour. I am drawn to colour, texture, and the way light interacts with water. There is a meditative quality to painting that is unlike anything else in my life: it requires presence in a way that business rarely does.
Painting has taught me that not everything needs to be measured, optimised, or strategised. Sometimes the most valuable thing you can do is create something beautiful for no reason at all.
You can see my work at ivankapaints.com
WHAT THE ARENA TAUGHT ME
The judge's eye I bring to coaching
Judging dressage asks for the same three skills I use with every founder: observing without bias, giving clear and constructive feedback, and holding a standard without losing compassion. The arena adds a fourth lesson. You cannot force a horse to perform. You can only create the conditions for willingness.
Hover over or tap a part of the model to see what it means.
The Judge's Eye · a framework by Ivanka Menken
AT A GLANCE
Credentials & experience
PEOPLE I LEARN FROM
The people who shaped my leadership
Every meaningful shift in my thinking can be traced back to a person, a conversation, or a room I was lucky enough to be in. These are some of the people who shaped how I lead, think, and show up.
The power of accountability
One of the most valuable things I have learned is that growth does not happen in isolation. It happens in relationship. The most transformative moments of my career have come not from books or conferences, but from sitting across the table from someone who cared enough to tell me the truth.
In peer groups, I discovered the power of accountability and structured peer learning. These are not networking events. They are spaces where founders share openly, challenge honestly, and hold each other to the commitments that matter most.
I have been both the mentee and the mentor. Both roles have taught me the same lesson: the quality of your thinking is determined by the quality of your relationships.
Kim Liddell
Kim is one of my closest friends. She is the person who reminds me that leadership starts with self-awareness, not strategy. Kim has an extraordinary ability to see through the noise and ask the one question that changes everything. She holds me accountable with fierce love and zero tolerance for excuses. Some of the most significant decisions I have made were shaped by a conversation with Kim.
Jack Daly
Jack Daly is the person who showed me that sales is not a dirty word. It is the heartbeat of a healthy business. His energy is relentless, his frameworks are practical, and his commitment to culture as a growth lever changed the way I think about scaling. Meeting Jack was a turning point. He taught me that systems beat willpower, and that a great culture is the best sales strategy you will ever build.
Verne Harnish
Verne Harnish’s Scaling Up methodology became the operating system for how I think about business growth. His clarity on the four decisions every company must get right (People, Strategy, Execution, Cash) gave me a framework I still use every day. Verne is proof that the best teachers are the ones who simplify complexity, not add to it.
Peter Schwartz
Peter Schwartz, the futurist and scenario planning pioneer, expanded my thinking in ways I did not expect. His work on long-range strategic planning, not predicting the future but preparing for multiple futures, fundamentally changed how I approach business strategy. Meeting him reinforced something I now teach my own clients: the most dangerous assumption is that tomorrow will look like today.
Greg Crabtree
Greg Crabtree, author of Simple Numbers, Straight Talk, Big Profits, gave me the financial clarity that most entrepreneurs avoid. His approach to understanding labour efficiency, profitability, and cash flow through simple metrics transformed how I read my own business. Greg taught me that you cannot coach what you cannot measure, and that the numbers always tell the truth, even when the narrative does not.
Ross Jurisich and Bond University
Ross Jurisich was a standout speaker at Bond University’s executive education programs. His ability to combine academic rigour with real-world application left a lasting impression. The Family Business program at Bond gave me language and frameworks for the unique challenges of building a business with your life partner. It was at Bond that I first articulated many of the principles I now share with the leaders I coach.
Professor Justin Craig
Professor Justin Craig, one of the world’s leading authorities on family enterprise, created the Family Business program at Bond University. His research and teaching gave me frameworks for navigating the intersection of family and business: the governance structures, the communication patterns, the role clarity that makes the difference between a partnership that thrives and one that fractures under pressure. What Justin built at Bond has shaped how I work with business partners and couples to this day.
MIT ENTREPRENEURIAL MASTERS
The room that changed everything
Being accepted into the MIT Entrepreneurial Masters Program was one of the defining moments of my career. This is not a standard MBA. It is a three-year immersive program for high-impact entrepreneurs, the kind of people who have built real businesses through real adversity.
The calibre of the people in that room was extraordinary. Founders from every continent, every industry, every stage of growth, all committed to becoming better leaders, not just bigger operators. The program challenged every assumption I had about strategy, scale, and what it means to lead with purpose.
MIT taught me that the most powerful competitive advantage is not your product or your market. It is how quickly you can learn and adapt. The relationships I built there continue to shape my thinking today.
MILESTONES AND GRATITUDE
Words that found their way into the world
A career is measured not just in revenue or titles, but in the moments that change how you see yourself and the world. These are some of mine.
Australia’s 50 Most Influential Women Entrepreneurs
In 2016, Ivanka was named one of Australia’s 50 Most Influential Women Entrepreneurs by Inspiring Rare Birds. This recognition celebrated women who are building businesses that create real impact, not just revenue. Being included alongside some of Australia’s most extraordinary founders was a moment of deep pride and gratitude.
Postcards From Tomorrow
This book holds a special place in my heart. Postcards From Tomorrow is a collection of letters from inspirational women to their 21-year-old selves, with all proceeds donated to the Marmalade Foundation. I was honoured to contribute to a project that shines a light on what matters most. Some books are about business. This one is about humanity.
My First Book
Every author remembers their first book. Mine was born from years of hands-on experience in IT service management and a desire to make complex frameworks accessible to practitioners. It was raw, practical, and written from the trenches. Publishing it was terrifying, and one of the most important things I ever did. It proved that I had something worth sharing.
Real World Experiences
This book captures real-world case studies and practical applications of service management frameworks. It was written for the practitioners who are actually doing the work, not the consultants who observe from the sidelines. Every chapter is grounded in lessons learned from real implementations, real failures, and real breakthroughs.
Cloud Computing
As cloud computing transformed the technology landscape, I wrote this guide to help professionals and organisations understand what was changing, and what it meant for their careers, their businesses, and their compliance obligations. It became one of the early practical references for cloud adoption in enterprise environments.
DEFINING MOMENTS
The experiences that shaped me
MIT Entrepreneurial Masters Program
Being accepted into the MIT Entrepreneurial Masters Program was a watershed moment. Three years of intensive learning alongside some of the world’s most ambitious founders. The program did not just teach me frameworks. It fundamentally rewired how I think about growth, leadership, and what it means to build something that lasts.
Bond University
The executive education programs at Bond University gave me academic frameworks for the challenges I was living every day, particularly around family enterprise and the unique dynamics of building a business with your life partner. Bond combined intellectual rigour with practical application in a way that few institutions manage.
Meeting the King and Queen of the Netherlands
As a Dutch-born entrepreneur who built her career in Australia, being invited to meet the King and Queen of the Netherlands during a royal visit was a moment that brought my two worlds together. It was a recognition not just of business achievement, but of the Dutch entrepreneurial diaspora and the connections that span continents and cultures.
WHAT LEADERS SAY
In their words
Ivanka is a business leader at the top of her tree. She has achieved these heights because of her heart-centered integrity, clarity and professionalism that her clients and colleagues receive with such warmth and energy. The practical and logistical way in which the Art of Service wrap their educational programmes and AI technology driven assessments makes them highly accessible to anyone navigating the complexities of IT, cyber, compliance and business risk management. I love working with Ivanka. She’s truly inspirational.
Senior Executive
Ivanka is a no fuss, to the point advisor who doesn’t shy away from the tough questions and challenges you on your excuses. She has a unique ability to be tough when you need it and warmly supportive when you are really in a hole.
Business owner
Ivanka’s accountability sessions were a game-changer. Her blend of tough love and empathetic guidance kept me focused, aligned, and on track to surpass our growth targets by 25%.
Founder
Personable, but straight to the point. Ivanka helps you identify the bottleneck in your business and supports you while you execute on your plan. Every session is a combination of strategy, execution and mindset.
Business owner
I found Ivanka’s coaching sessions to be life changing. I highly recommend her as a coach but also, and probably more importantly, an amazing person.
Business owner
Ivanka gave me clarity and direction on how to take the next steps. I was lacking confidence in how I should execute. I felt empowered and informed after our session.
Coaching Client
During our sessions Ivanka isn’t just talking theory. She is sharing her own lived experiences.
Business owner
Ivanka has the unique ability to ask the challenging questions and be supportive at the same time.
Business owner
An amazing leader. Her dedication and commitment are unmatched.
G.G., business owner
It was such an honour to meet you. I truly appreciate your heart and wisdom.
W.C., business owner
Helps founders lead with clarity and integrity by modelling vulnerability, emotional intelligence, and grounded decision-making. Creates an environment where leaders can openly explore challenges and grow without fear of judgement.
R.W., founder
Thank you for today. For noticing, sitting with me, listening patiently and sharing your wisdom. I appreciate you.
Mentoring client
ONE DECISION. 90 MINUTES.
The decision that keeps circling, settled.
Bring the one decision you keep putting off. In a private 90-minute session with Ivanka you find the real decision, weigh what waiting is costing you, and leave with it made, plus the first step you cannot take back. The relief of closure, the same day.
Strategic Clarity Intensive
A$1,500
ex GST, once · live on Zoom
Ready to think more clearly about what comes next?
A confidential, no-obligation conversation about where you are, what's shifting, and whether working together makes sense.
Or email directly: ivanka@ivankamenken.com