Mark Assies,
UX Designer,
Netherlands

Faces Of Innovation

Shifting from can to should

We live in a time where technology moves at an incredible pace. One development that I find particularly fascinating is the technology that drives the Internet of Things, enabling the convergence of digital and physical worlds. In 2012, I had the honor of contributing to the successful launch of the Philips Hue connected light proposition in Apple stores worldwide. I witnessed the enormous value that can be created by adding connectivity to a commoditized product - in that case, an ordinary light bulb. Being a heavy user myself, I saw how this innovation changed the meaning of light in the lives of people.


Having worked in innovation consultancy for over a decade, I learned that new technology doesn’t necessarily result in innovation. Still, too often technology is utilized in ways that don’t bring meaningful change for people and businesses. So while technology is very apt at answering the question what can be done, I believe we need design thinking and creativity to help answer the question what things should be done.