Innovation made simple, that is Guido’s passion. Elements of design thinking are the core of his idea.

In 2005 I attended a lecture delivered by a famous Dutch politician. To be honest, he made me angry,” Guido says. “He was explaining how difficult politics are, talking about the dilemmas he faces every day. But he did not present solutions. Not one. And not even a plan to get one.” In his anger Guido, a designer with many years of experience, suddenly understood he had an entirely different way of thinking. Designers always explore new ideas. Problems are challenges for their creativity.

His anger became wonder. “I asked myself what makes design thinking so different. And above all what it might contribute to teams and companies. And even politics.” Together with the Technical University Delft he made movies of product development teams in the wild, and analyzed these with 7 researchers. They discovered how ideas arise in teams, captured the origins of innovation and revealed what designers contribute.”

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at