Prof. Dr. Roland van der Vorst is a Professor of Strategic Design for Brand Development at the Faculty of Industrial Design Engineering, Delft University of Technology. His professional life is dominated by two activities: trying to understand things and to put things in motion. The first has lead to various books, columns and lectures. He is considered an expert in branding. The second has put him on the path of entrepreneurship. He has always worked at the crossroads of strategic thinking and creative thinking. The last 16 years he did so by advising clients in various industries on brand development. He has managed professional organisations and put his strategies into practice by being an entrepreneur in both Europe and Singapore.