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the age of ‘harmonizing technology’The challenge of a new generation.
the age of ‘harmonizing technology’The challenge of a new generation.
Barely one hundred years ago, flight was still just a dream.
yet, more aircraft are in our skies now, than there were cars
on the road Back then.
in supermarkets, we can Buy produce from all four corners of the gloBe and we live longer, healthier lives
than any generation Before us. technological progress
has Brought us a long way.
however, technology will have to achieve far more.
climate change, population growth and environmental conservation present an enormous challenge.
we’re now entering the age of ‘Harmonizing TecHnology’
in which technology takes into account the environment and social dynamics.
harmonizing technology will connect every aspect of our lives and comBine
progress with a sense of responsiBility.
we will make our earth cleaner, more social and Better Balanced.
faster will have to Be cleaner, and more economical must Be fairer.
the fusion of technology, amBition and ideals is opening up
a whole new arena in which society will Be reshaped.
foreword
Technology is playing an increasingly prominent role in our
society. Technology forms the basis for our most important
developments, and the global challenges that face us are
crying out for technology-based solutions, yet very few young
people are opting to study or work in the field of technology.
‘Science’ and ‘Technology’ have an image problem.
It is time to shed the old stereotypes about science and
technology and to highlight the new role of technology.
Technology is no longer the realm of nerds and tinkerers,
and ‘technical’ is no longer the opposite of creative or social.
Technology is interwoven into every aspect of our lives.
This publication clearly illustrates that technological
developments are entering a new phase in which a new
generation will be creating harmony between ourselves
and the world around us. Whether it involves issues such
as nutrition, water, health, design, entrepreneurship,
communications, spatial planning or pure sciences, the
vision of harmonizing technology is the thread that runs
through the worlds of science and technology. A thought
15
that appeals to me is that harmony is also the
challenge in understanding nature, in science and
in music.
The age of harmonizing technology is opening
up amazing prospects for young people today, as
illustrated by the inspirational portraits of students.
Hands-on scientists, idealists, creative types and
career-oriented young people, they all opted for a
career in science or technology to fulfil their own
personal ambitions.
The vision of harmonizing technology is also
opening up opportunities for educators and
counsellors to tell the broader story of ‘science’ and
‘technology’ and to interpret this for students of
various levels. Education can provide the inspiration
that young people are so desperately searching for
when looking to their futures.
Robbert Dijkgraaf
NUtrItIoN&vitalityscIeNce&explorationwhat caN I BecoMe?
lIfestyle&designMaN&medicinewhat caN I do?
MoBIlIty&spaceMarket&moneywhat caN I learN?
water, eNergy&environmentwhat dIffereNce caN I Make?
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50
we lIve IN aN age oN UNtold lUxUrIes. Never
Before has the sUpply of prodUce BeeN so varIed,
of sUch hIgh qUalIty aNd so affordaBle. at fIrst
glaNce, we seeM to have Matters well orgaNIzed.
however, the world of food Is IN a state of
treMeNdoUs flUx. here, oBesIty threateNs oUr
NatIoNal well-BeINg, whIle oN the other sIde
of the world, people are starvINg to death.
food prodUctIoN aNd dIstrIBUtIoN have dIrect
coNseqUeNces oN oUr clIMate aNd eNvIroNMeNt.
what we eat has a fUNdaMeNtal IMpact oN oUr
well-BeINg aNd that of the world aroUNd Us.
‘We’re trying to inspire consumers to make
responsible choices,’ explains Onno Franse. As head
of Ahold’s Healthy Living & Climate programme,
NUtrItIoN &vitalityFood connects human beings to one another and to the earth
1716
Economic goals and corporate responsibility can no
longer be opposite poles. Anyone not operating in a
sustainable fashion is undermining the long-term
sustainability of the company.
Despite everything, Onno is not pessimistic about
the future. He says we can shape the world for the
most part, ‘Look around at everything mankind has
achieved. I believe we’re capable of developing the
technologies needed to make food production more
efficient and fairer, and in so doing, make it easier to
make responsible choices.’
The world is seriously out of balance. In my field, I help people in poorer countries live longer, happier lives.
Suzette Boontje
Everyone working here is open-minded. If you’re not open to new ideas, then
you’ll never arrive at new insights. Ankie Kreuwels
19
he is looking to make food a higher priority in our lives.
‘Food is what links people to each other and connects us
to our planet. Nutrition has to become more appealing.’
All too often, we opt for convenience and price, as well as
taste, when passing down the supermarket aisles. Health
often comes in fourth and social considerations such
as organic production and Fair Trade come in last. ‘It’s
everyone’s responsibility to care for themselves and their
surroundings. Technology-based solutions can make it
more attractive to make more responsible decisions.’
There is a discernable health trend underway. Increasing
numbers of products are being enriched with substances
that help us live more healthily. Margarine contains
cholesterol-reducing Omega 3 and yoghurts have added
bacteria. The emergence of functional nutrition is
breaking the divide between nutrition and medication.
‘Some products will undoubtedly have a positive effect on
some people, but anyone who eats healthily doesn’t need
a cholesterol reducer.’
This is why Onno Franse thinks it has to be made easier to
make more sensible choices. Consumers need to be better
informed and more emotionally involved in the origin and
production of foodstuffs. Sensible choices could also be
made cheaper, as has been done for green energy initiatives.
‘This would be possible by adopting specific technologies,
as well as by changing current subsidy programmes.
Shouldn’t we be subsidizing healthily and sustainably
produced foods, so that it’s cheaper?’
As an employee working at the largest retailer in
the Netherlands, Onno and his colleagues have the
opportunity to change things for the better. The market
works in such a way that consumer demand here dictates
what is grown on the other side of the world. ‘How can
we ensure that people opt for quality? It’s up to the food
industry to find innovative solutions.’
We can play a role in helping things improve in the rest of
the world. The division between rich and poor is as large
as ever. The challenge is to make the entire production
process more efficient as well as fairer. We need to make
sure that the rest of the world does not suffer as a result of
the western world’s eating patterns.
Onno prefers a holistic approach. New technologies will
help make production and distribution more efficient,
but a paradigm shift is also required within companies,
government and among consumers. Everybody in the
supply chain has his or her own responsibilities. Problems
such as food shortages, depletion of the earth’s natural
resources and climate change can no longer be ignored.
18
research Is cUrIosIty. lookINg for the UNkNowN,
fINdINg what yoU’ve BeeN lookINg for, or stUMBlINg
UpoN soMethINg yoU dId Not kNow yoU were lookINg
for. goINg oN aN expedItIoN throUgh the jUNgles of
BorNeo IN search of a New specIes of paNther. seNdINg
a sUBMersIBle 10,000 Meters Below sea level to the
BottoM of the MarIaNa treNch to look for a gIaNt sqUId.
gazINg at the heaveNs throUgh a telescope to dIscover
how the earth was created... we are coNtINUoUsly
dIscoverINg lIfe IN places we oNce thoUght INhospItaBle.
sUch dIscoverIes force Us to adjUst oUr perspectIve oN
oUr owN exIsteNce. the More we dIscover, the More we
realIze jUst how MUch there Is stIll to Be dIscovered.
Bob Ursem is a discoverer. He invented a fine particulate
magnet. He devised how to dissipate thick mist at airports
scIeNce &explorationNature’s efficiency as a source of inspiration
2120
you have an eye for unusual things, then you can go
far. If you can look beyond the confines of your own
field of study and think differently, then you’ll have
the opportunity to discover new things.’ This is a
prerequisite for a sustainable future society. There
are so many amazing things still left to be discovered,
he adds, ‘It’s fantastic trying to understand things
better and doing something extraordinary with this
knowledge. The fun of discovery is when something
becomes clear to you, and you realize that this is
something new.’
Just think about how we build aeroplanes. Nature is a
magnificent source of inspiration.’
Bob has countless inventions credited to his name
thanks to these natural sources of inspiration. He
discovered a biological UV filter while away on a
skiing holiday studying small pine trees. They grow
at high altitudes in the snow and protect themselves
from sunburn by converting UV light into more
useful light form. Bob reproduced the substance in
the pine needles that filtered the UV light to produce
a biological sun cream.
Nature has a lot more to offer us, says the inventor,
‘There is a whole new world of substances, plants
and mechanisms that we don’t yet know or use. We
can learn so much from nature.’ For example, the yew
tree produces a cancer drug called taxol in its needles.
Plucking the needles to harvest the taxol kills the tree,
so researchers developed a way to milk the needles
sustainably using electricity and without killing the
tree. This method was inspired by the tree’s reaction
to an electrical charge in the air.
If you want to make a difference in the world around
you, then you need more than just facts and figures,
says Bob, ‘If you learn to observe things carefully and
23
by studying gorse. He discovered a biological UV filter
and created a flower clock. Bob is a biologist and chemist.
He used to sail around the Arctic Ocean following whales
and lived in a hut in the tropical rainforest for research
purposes. As an amateur astronomer at NASA Star
Watch in Utrecht, he contributed to our knowledge of
the moon and the stars. He is now the director of the
Botanical Gardens in Delft, where he grows plants that
have technological applications.
Making discoveries is a question of curiosity. We want to
know how the world, nature and society work. Mankind
has always instinctively sought an explanation for the
things around him. The trick is to apply the knowledge
that we gather from this research. We use our knowledge
of biology, genetics, medicine and chemistry to produce
drugs from plants and animals. We are turning nature
to our will.
At the same time, nature is an immense source of
inspiration. By studying the solutions that nature has
developed for itself, we can form ideas about tackling
problems in our society. Bob Ursem is an expert when it
comes to discovering these solutions. ‘In a world full of
technology, there is so much we can learn from nature. It
is out-an-out artis natura magistra [nature is the teacher
of art]. We’ve copied so many technologies from nature.
I see beauty in the smallest things. Microorganisms can bring about major changes with the most subtle of changes.Eric v/d Berg
I want to help clean up the world. as a chemist working at shell, I can change the world from the inside.Marije Nijkamp
22
development. I get really annoyed by the nine-to-five
and C-student mentality in the Netherlands. People
should live more consciously and critically. Criticizing
and complaining is easy, finding the solutions is what
it’s all about.’
‘Technically, it’s more than possible to live and
manufacture things more sustainably,’ says energy
consultant Chris Kleinschmidt, ‘but economic
interests too often take a priority. I really hope that
more people would start to take responsibility for
our world. There’s so much you can do.’ Chris studied
Natural Sciences & Innovation Management and
currently works at KEMA advising companies and
organizations about biomass and wind power. ‘I do
research, write reports and give advice. I’d like to be
able to help mankind and the environment in a more
direct way. Establishing a sustainable village in Africa
really appeals to me. To do that though, I have to gain
more knowledge and management experience.’
‘Some people are born to do certain things… you can
just tell. I wonder what I am destined to do, what I am
really good at,’ contemplates Marc Overgaauw. This
Industrial Engineering & Management Science
student does not know the answer to this question yet.
‘But consciously or unconsciously, I’m always on the
lookout for an amazing idea. An invention or concept
with which to start my own company. I like to do
things my way. Environmental problems are gnawing
away at me. We can’t just keep depleting the earth’s
resources as we’ve been doing. If we built a solar farm
in the middle of the Sahara dessert measuring 300 by
300 kilometres, it would produce enough power to do
away with all the power stations throughout the whole
of Europe. My thoughts are, “So what are we waiting
for?” The world can be changed by applying our
knowledge and enthusiasm, and we are the ones that
can do it. So, let’s get going!”
25
‘People with guts,’ are those that Joost van Boven
admires most. ‘Don’t follow the herd, make your own
decisions.’ Chris Kleinschmidt admires people who
are both good in their field and can also inspire others.
‘This combination is unusual.’ Marc Overgaauw adds,
‘Richard Branson and Henk Keilman are people I have
great respect for. People who follow their hearts and
are successful.’
What do you want to become? ACEO, astronaut,
prime minister, Nobel Prize winner, TV presenter,
aid worker? Using technology, anything is possible.
Look to Bill Gates, Wubbo Ockels, Gerard Kleisterlee,
Margaret Thatcher, Jan Terlouw, Gerard’t Hooft or
Toine van Peperstraten. Technology is thinking
logically, analyzing and searching for solutions.
You can utilize it building solar farms in Africa or
aiming to become a senior manager in a multi-national.
Joost, Chris and Marc are charting their own courses.
‘I strive to keep developing myself further. I want to do
new things and act outside of the box,’ says Joost van
Boven. ‘Don’t get me wrong, I don’t mean going bungee
jumping from skyscrapers… the quick thrill. I aim to
establish something real, create something new and
watch it become a success. To achieve this, you have to
rise above the crowd, take risks and dare to follow your
heart,’ says the Industrial Engineering & Management
Science student, ‘and to have the guts to go against the
grain.’ Joost thinks it is a waste of time watching soaps
on television, ‘If I watch TV, then it’s a documentary.
Otherwise, I’d rather read a book on personal
what caN I BecoMe? Charting your own course
24
everythINg has to Be faster, sleeker, Better.
thIs Is possIBle wIth nanotechnology –
techNology at aN atoMIc scale. we have the
aBIlIty to MaNIpUlate MolecUles INdIvIdUally
aNd Make MaterIals wIth UNprecedeNted
propertIes. MaN-Made textIles ofteN have
Better propertIes thaN tradItIoNal cottoN or
wool. a New geNeratIoN of clothINg wIth hI-
tech propertIes Is fIllINg the shelves. textIles
are BeINg INterwoveN wIth electroNIcs.
cheMIstry aNd electroNIcs fUsINg. Dress to
impress has a whole New MeaNINg.
Sylvia Vonk has a dream job. She works at Nike
developing the latest clothing for top athletes.
‘We make sure that every technical option is used
lIfestyle &designEnhanced performance using innovative materials
2726
seam placement and grip sucker printing technique
were all unheard of.
Sylvia does not think we will be returning to pure
cotton ever again. The future is recycling and
renewability. ‘Most top-level sports clothing is
only ever used for one game. So it’s important to
think about the environment when developing and
manufacturing our clothing. We make sure that
there is no unnecessary waste when cutting the
material. Where possible, we produce textiles and
clothes at the locations where they are needed in
order to reduce unnecessary transportation. And
we use clean materials. The 2008 Olympic Games
were called the Green Games because so much of
the sports clothing was recyclable or made from
recycled materials. Some shirts were even made
of bamboo fibre.’
the world can be changed by applying our knowledge and enthusiasm.
consciously or unconsciously, I’m always on the lookout for an amazing idea that I
can use to start my own business.Marc B.J. Overgaauw
the most important thing to learn is how to think clearly and logically.
that’s of practical use in life. you can use this to create
new opportunities.Femke de Poorter
29
to provide top athletes with the very best clothing,
so that they can compete at the highest level!’
‘It’s just great working on these products designed
for top athletes. Championships and Olympic medals
are won and world records are broken in our clothing.
I know for sure that it wouldn’t be possible without
these new materials and technologies… and that makes
me feel proud to be a part of.’
Nanotechnology has opened up a whole range of
new materials for the textile industry. The boundary
between chemistry, materials and electronics is
fast disappearing. Plastics can be made to conduct
electricity, textiles are made of plastics, and so
miniature electronics can be interwoven into the
fabrics. Designer dresses that emit light and quilt
covers that act as bedside lamps are just a few
examples, as well as self-cleaning ties, self-ironing
shirts and odour-free sports clothes. Virtually
anything is possible with nanotechnology.
When Sylvia started work at Nike thirteen years
ago, there were hardly any textiles with such
extraordinary properties. Clothing was simply
cotton, polyester or nylon. Waterproof and
breathable or moisture-wicking materials, extreme
lightweight stretch materials or ultra-strong fibres
were practically non-existent. This all changed very
rapidly, Sylvia explains, ‘New technologies provide
dozens of different materials to fulfil every athlete’s
requirements.’
One good example is the rugby shirt that Sylvia helped
develop for some of the best English and French
rugby teams. Traditionally, rugby shirts were made
of cotton and were always fairly baggy. They were not
particularly suited to top-level competition where the
opposition could easily grab you causing tears with
just a sharp tug. Cotton shirts were not particularly
suited for ball control either.
Nike researchers listened carefully to the athletes’
wants and then Sylvia’s team decided that a strong,
tight-fitting shirt was the answer. This was a novelty.
Together with a factory in England, Nike developed
an ultra-strong fabric that would not tear. Seams
should not cause irritation, so these were moved to
the rear. Finally, tiny studs were incorporated into
the material on the front of the shirt to prevent the
ball from slipping. These studs mimic the world
of nature. The source of inspiration was the gecko,
a lizard that thanks to minute suckers on its feet can
climb up vertical walls. Ten years ago, the fabric,
28
we are lIvINg INcreasINgly loNger lIves. aNyoNe
alIve today wIll hopefUlly lIve a loNg, happy, healthy
lIfe. MedIcal scIeNce Is faced wIth the challeNge
of MakINg thIs possIBle. geNe therapy aIMs to Make
dIseases sUch as caNcer aNd aIds NoN-terMINal.
roBots assIst IN the operatINg theatre allowINg
sUrgeoNs IN New york to operate oN a patIeNt IN
aMsterdaM. wheN Body parts stop fUNctIoNINg,
artIfIcIal replaceMeNts wIll Be avaIlaBle to take
over. techNology exceeds expectatIoNs.
If the espresso machine is grinding away in the kitchen,
then it is hard to conduct a conversation. Nonetheless,
Romy de Jonge can hear and understand virtually
everything around her, despite being deaf, thanks to two
chips implanted in her head.
MaN &medicineSymbiosis of man and technology
3130
This also caused the loss of the last of Romy’s
residual hearing. There were other risks associated
with the operation too. Facial nerves could also
have been damaged in the process, meaning that
she would not have been able to laugh or make any
sort of facial expression. ‘For a long while, I had no
sense of taste. But worse of all, I was worried about
becoming blind. Then I would have lost everything,’
says Romy.
The operation went perfectly and after only a few
months, she was able to hear again. Two years
later, she even got a second implant. ‘I was already
really happy with one, but now I couldn’t bear to
be without them both!’ Now her ears can function
better together, so that she can differentiate sounds
more clearly, such as male and female voices. She is
one of just a few patients with two CIs. This is why
scientists are following her progress so closely.
Romy has successfully finished her education and
now works fulltime as an accountant. ‘This would
never have been possible without CIs,’ she thinks.
‘The programme was very challenging without
CIs, and in this job, it’s so useful to be able to ask
a colleague to explain something.’
In hectic surroundings, such as at office drinks parties,
she still has difficulties hearing clearly. Even larger
spaces, such as cinemas and churches, present
problems. Telephone conversations can also be tricky,
‘A fixed-line call is fine, because I can turn on the
speakerphone. But mobile phonecalls interfere with
my implant, so I can’t use them to make calls.’ The
implants in her head have to be replaced in twenty
years time. ‘Hopefully, by that time, things will have
advanced so far that these problems will have been
resolved. These are the two sole remaining obstacles,’
says Romy.
She realizes that she is totally dependent on this
technology, but is not too concerned about this. ‘The chips
work really well, it’s just so much better than before.
An advantage is that I can also turn them off.’ Although
she is not particularly technical, Romy thinks that it
is simply amazing that there are people that can make
these sorts of devices. ‘I think it’s a miracle. It must be so
great to be able to come up with a solution that relieves
somebody of a handicap that dominates their lives.
Priceless!”
33
Romy had been wearing hearing aids since childhood,
but her hearing was becoming gradually worse.
‘At a certain point, I could only hear dull sounds like
footsteps and then only barely perceptibly,’ she explains.
‘I couldn’t understand speech. When I was eighteen
a doctor told me I’d be totally deaf by the time I was
twenty-five.’
The cochleae in both ears were not functioning
properly and this was why a regular hearing aid was
no longer working. The cochlea is a channel within
the ear that picks up sounds by means of tiny hairs or
cilia. These hairs pass on a signal to the brain via the
nervous system. Doctors at the Amsterdam Medical
Centre told Romy about an electrode that could be
implanted into her head that would allow her to hear
again.
A cochlear implant (CI) bypasses the cochlea, and
transmits sounds directly to the auditory nerve,
which in turn passes the signal to the brain. ‘They’re
basically electrical impulses, but I hear them as
sounds,’ explains Romy.
The implant was inserted into her head during an
operation through a hole in her skull. A hole was
made in her cochlea to accommodate the implant.
our hardware and software improve people’s health. It adds an extra dimension.Richard Vogelaar
technology is all about design, creativity and production. creativity gives me a real kick.Rabih Alzaher
32
Lebanon. ‘I have artificial lenses in both eyes.
Manufacturing or conceiving something so amazing
and useful appeals to me greatly. Lebanon appeals
to me as well, because my roots are there, but also
because I can make a really big difference there.’
‘We’ve successfully modified a yeast that we can use to
produce lactose-free milk without any strange tastes.
The organism produces exactly the enzyme that we
need. So now it’s possible for people with a lactose
intolerance to enjoy milk too.’ Eric van den Berg,
Senior Technician at DSM, tells this success story
with justifiable pride. ‘It’s such a great feeling when a
microorganism that you’ve been working on actually
gets used in the factory. After all, that’s why you doing
it in the first place.’
Eric studied Biochemistry and now cultivates
moulds, yeasts and bacteria with genetically modified
properties. Microorganisms can often be made to
produce or convert certain substances in a cleaner,
more energy-efficient or effective way by making very
subtle changes. ‘There are already microorganisms
that can convert straw into fuel… a neat solution to
the energy problem. By the time I’m sixty-five, I hope
to have booked a few major successes and to have
contributed to technological progress.’
35
‘Respect for one another,’ is a motto that appeals
to Rabih Al Zahar. ‘Ideals are great, but dangerous
when you don’t allow another his or her freedom.
Accept people for who they are.’ Eric van den Berg’s
motto is, ‘Don’t forget to have fun! Whenever
possible, I grab my suitcase and fly off into the wilds
of Norway or the Grand Canyon.’
Buildings, devices, products and equipment.
Technology has brought about a whole range of
useful, beautiful, clever and impressive creations.
Some are visible and tangible, such as the Erasmus
Bridge in Rotterdam, or a solar-powered racing car.
Other things stay hidden behind the scenes, such as
artificial limbs or operating devices. Rabih and Eric
both want to create new things. ‘Sometimes I wake
up in the middle of the night with an idea in my head.
In a flash, I know how to tackle a problem,’ explains
Rabih Al Zahar. ‘I always keep a pen and pad of paper
next to my bed to jot down my ideas.’ He helped build
the Delft solar-powered racing car that won the World
Solar Challenge across the Australian outback. He was
responsible for the mechanics and drove more than
six hundred kilometres in the scorching desert sun.
‘Amazing and enlightening. Cooperation – I now know
– is also about taking the rough with the smooth… and
putting collective goals first.
To me, technology is all about design, creativity and
production. Creativity gives me a real kick. I also draw,
write poetry and play violin,’ explains the Biomedical
Technology student. Rabih hopes to start a medical
instrumentation or prosthetics factory in his native
what caN I do? Pride in your work
34
aN INcreasINg proportIoN of the world’s
popUlatIoN Is lIvINg IN cItIes. oUr roads, water
aNd sewage systeMs, aNd power sUpplIes were
Not desIgNed to accoMModate thIs growth.
oNe of the largest challeNges for the fUtUre
Is the ModerNIzatIoN of thIs INfrastrUctUre.
New MaterIals aNd proper desIgN wIll provIde
Better hoUsINg aNd cleaNer power sUpplIes.
New traNsportatIoN systeMs wIll solve traffIc
coNgestIoN proBleMs. cItIes wIll oNce agaIN
BecoMe BeaUtIfUl, healthy places to lIve.
On the edge of the town, there is an old industrial site
with dilapidated factories, rusting equipment and
workers’ homes. The new town with its residential
neighbourhoods and beautiful old town centre is nearby,
MoBIlIty &spaceQuality of life in growing cities
3736
Even old ideas can contribute to creating a liveable
urban environment with a little creativity and
marketing. Luke thinks that the beach cruiser bicycle
is a good example of this. An entire lifestyle has been
created around this bicycle ranging from clothing,
bags and travel. He even bought twenty of these
bicycles for his employees at Red Concepts to get
around town. ‘Next, you have to make sure that people
can actually take their bikes on the ferries and metro
system. You need to create a feeling of being trendier
than ever using branding and marketing. Making
things become fashionable. This way, you implant
clean transportation into the soul of the city.’
It’d be so cool to go back to curaçao one day and to use my knowledge to
help improve the quality of life there.
Rigobert Nivillac
you work as a team on concrete solutions to real
problems. we’re looking for technology-based solutions
that fit human behaviour.Jillis Mani
39
but nobody wants to live there, yet the town needs
to grow. People are coming from elsewhere to live
and work there. The urban area where the old
industrial zone is located is desperately needed to
meet the requirements of the local population and
companies.
Luke Bruins is the developer working on the town’s
fringes. His company, Red Concepts, is creating
innovative urban zones in these areas. ‘Peripheral
areas are blanc canvasses. They’re currently not top
locations, but it’s our goal to turn them into highly
prized locations.’ Luke believes that a town needs an
identity, ‘Every town has a church and a square. If
these were the same everywhere, then no one would
come to your town in particular. So you have to ask
yourself, “How proud are the residents to live there?”
and “Why would a company or tourist want to come to
your town?”’
‘Creativity is a new trend,’ says Luke. ‘That’s why we
create a creative identity that fits with the town’s DNA.
Small companies working in the creative sector – for
example, in media, fashion or culture – can occupy the
same building. This creates a synergy, an added value
and an identity for the town.’
In growing towns, more people have to live and
work in the same area. Renewable and energy-
efficient construction is no longer an option – it is a
necessity. The buildings that Luke Bruins develops
are by definition renewable. He reuses as much of the
dilapidated industrial estate’s buildings as possible.
‘You could just build a beautiful, cheap, new building,
but if you have to tear it down again in ten year’s time,
then you’ve accomplished nothing.’ He also ensures
that the buildings’ power is generated locally – for
example, using geothermal sources.
Creating a clean urban environment with a high
quality of life requires creative thinking, says Luke.
He does not only concentrate on individual buildings,
but on entire areas, including their infrastructure.
For example, he arranged a ferry connection when his
company relocated to the NDSM Dock in Amsterdam.
He believes that ferries are a means of transportation
for the future. More boats should be sailing the
canals and other inland waterways. ‘The technology
exists to create a comfortable and fast transit system
comparable to the metro system. But something like
this hasn’t been implemented yet. You create added
value by investing in continued development of these
new technologies. The knowledge gained can then be
exploited.’
38
the INterNet has chaNged the world. the INterNet
is the world. BoUNdarIes are BeINg BrokeN dowN.
socIal INteractIoNs are BecoMINg More INter-
NatIoNal. yoU caN coNtact soMeoNe IN New york
More easIly thaN yoU caN yoUr NeIghBoUr.
hIgh-street shops are slowly takINg a secoNd
place as we INcreasINgly coNdUct More of oUr
BUsINess oNlINe. socIety reflects the chaNgINg
world of Ict aNd coMMUNIcatIoNs. there Is a
whole UNdIscovered world jUst waItINg for
eNtrepreNeUrs to dIscover.
‘We are exceeding expectations,’ says Wiebe Draijer,
Managing Partner at the consultancy firm McKinsey
& Company. ‘All our economic pre-internet bubble
predictions have not only come true, they’ve been
Market &moneyNew technologies, new opportunities
4140
People now rely more heavily on a hundred positive
online references than a single reference from a
neighbour.’
This also offers huge opportunities for entrepreneurs.
Anyone can open up an online store and a good idea
can become global very quickly. Dutch entrepreneurs
latched on to this fact very early on. According to
Wiebe Draijer, our country is at the forefront of the
creative industry. ‘Many people were experimenting
with and developing online games during the early
days of the internet,’ he explains. ‘This meant that
the Netherlands is now a major player in this field.
But there’s still a lot more to be gained. There are still
countless amazing things to be developed within the
gaming industry that can also make you extremely
rich.’
‘If I were to start a company now, I’d create a
combination of gaming technology targeted at the
medical sector,’ says Wiebe.
For example, gaming technology enables sensors to be
placed on your body so that you can control the game.
This technology is now being applied in the medical
sector to help people recover more quickly. ‘I think
it’s a great example of the experience and technology
gained in the gaming world being applied more
seriously. The benefit is that there are customers for
whom the investment is very worthwhile.’
‘Dare to be entrepreneurial!’ advises Wiebe. ‘There’s
little to lose and so much to gain. The barrier to entry
is low and using information technology, a company
can be set up quickly that can become relatively
successful in a short space of time.’ However, it is
serious business, he warns. ‘If you’ve discovered
the goose that lays the golden egg, then you have to
look after it properly. Google’s success wasn’t just
about having a brilliant idea; it was about the way the
idea was implemented. So learn fast how to conduct
business well.’
‘I’d love to see far more people go into business
for themselves and experience the pleasure that it
can bring. It’s the only true commodity we have to
differentiate ourselves as a small country in the
future.’
43
surpassed. We purchase more goods online that
it was ever thought possible. Social networks, like
MSN and Facebook have grown far larger than
anyone would have thought possible. ‘The social
side of technology fascinates me immensely. We’re
gradually experiencing that it’s just as easy to make
friends in New York as it is around the corner.’
It also instils greater social control – not only on
people, but on companies too. The internet is an
important factor in achieving greater transparency.
Safety and sustainability have become a lot more
important. ‘The pressure on companies to do right
has become a lot greater,’ says Wiebe. ‘Product
complaints are instantaneously communicated
around the globe.’
The changes that ICT has brought about also exert
enormous influence on innovative companies. Take
Dell for example. Dell stopped selling its computers
via retail outlets and opted for a 100% online retail
strategy. This turned the computer world on its
head. Wiebe notices how the way people shop is
changing. Every sector – where trust and personal
relationships are fundamental to the purchasing
process – has moved online, e.g. insurance and
housing. ‘No one predicted this happening.
you never stop learning here. and what’s more, I’m creating products that make everybody’s life more pleasant.Sophie Kuijt
I aim to establish something real, create something new and watch it grow to become a success.Joost van Boven
42
to solve the problem. There’ll be traffic jams for as long
as we don’t filter into traffic properly and don’t all want
to live in the countryside. That’s why real solutions
are created by teams of technologists, sociologists and
behavioural experts.’
‘I haven’t regretted opting for Chemistry for one
second,’ states DSM Education Coordinator Ankie
Kreuwels emphatically. She encourages children and
students to opt for technology. ‘Boring? Anoraks? I love
open-minded people who are receptive to new ideas,
and I meet people like that here every day. Did you know
that DSM created the materials for Marcelien de
Koning and Lobke Berkhout’s Olympic 470 sailing
boat? And did you know that the hunger-depressants
in Optimel were developed here too?’
‘Whatever is state-of-the-art in the IT world today,
will already have been superseded by next year.
Who – fifteen years ago – would ever have thought
that we would be banking online? In my world,
things change very rapidly,’ says Sophie Kuijt
from IT supplier IBM. ‘That’s what makes my work
so exciting and fun. You never stop learning here.
What’s more, I create products that are actually
used – it’s concrete and tangible. My home always
looks different too – I love change.’
‘What do people want to buy? What do they think
is an improvement? This is what’s on my mind.
I no longer use my technical knowledge every second
of the day,’ explains Philips Special Lightning
marketing specialist Femke de Poorter. Femke
answers customers’ questions about sunbed lamps.
‘It’s important to have an insight into markets and
emotions. But the ability that I gained from my
Analytical Chemistry studies to think logically
always comes in handy. What’s more, I’m able to
judge whether a more intense bulb or another tint
is technically feasible. But I could also sell anti-
acne lamps, or even realize my own dream, which is
opening a sports nutrition store. With a technical
background, you can choose to go in any direction
you want to.’
45
As a small child, Jillis Mani was fascinated by a
miniature railway in his grandfather’s attic. Ankie
Kreuwels was given a microscope by her father. ‘I went
straight to the ditch behind our house to study the
frogs.’ Femke de Poorter took every pen apart, ‘…just to
see how it worked.’ Sophie Kuijt holds robot building
workshops for girls. ‘It’s amazing fun! If only I had
experienced this myself when I was younger, then
I’d have known straight away that technology was
something for me.’
Human beings have always wanted to scrutinize and
understand things. Why does the sun rise? How does
a bird fly? Our thirst for knowledge and understanding
has shaped the world around us. Thanks to our
inquisitive minds, we have central heating, we fly
around the world and we live to an average age
of eighty years. Curiosity gives rise to knowledge
that can make the world healthier, safer and more
pleasurable. Jillis, Ankie, Femke and Sophie are
certainly curious.
‘At every birthday party, the traffic congestion
problem is solved,’ jokes Jillis Mani. ‘That’s what
makes Transport Studies so much fun. It deals with
real day-to-day problems.’ Jillis is doing his student
internship at TomTom where he is developing a new
navigation system. ‘First, you have to understand
exactly what is causing ever-growing traffic
congestion. Tolls, improved infrastructure and
intelligent navigation systems are all wonderful
technical solutions, but technology alone isn’t going
what caN I learN? Looking to understand the world
44
water Is lIfe. we coUld Not sUrvIve wIthoUt It.
we caN drINk aNd eat thaNks to the exIsteNce of
water. we BUIld wIth It aNd oN It. If we Use too
MUch groUNdwater IN the NetherlaNds, theN
the groUNd wIll sUBsIde BeNeath Us. developINg
coUNtrIes ofteN have too lIttle water. water
MaNageMeNt Is aN esseNtIal part of developMeNt
aId. however, water also plays a very IMportaNt
role IN the race to geNerate cleaN power.
daMs aNd geotherMal eNergy are soUrces for
reNewaBle power geNeratIoN. a cleaNer world
starts wIth water.
‘Water costs virtually nothing, but is incredibly
valuable. This fact is often overlooked. Water should
be cherished, not just for our own sake, but for future
water, eNergy &environmentWater – a valuable commodity
4746
it is shipped by truck to the farthest corners of the
country. Empty bottles then have to be returned.
Energy required for these undertakings far outweighs
that used within the brewery.’
Together with these partners, Pjotr is investigating
how to save even more water and energy. It is not
simply a question of technology and money. ‘Everyone
realizes the importance of the environment, but we
all have to keep working at it. You have to understand
the way things work, be motivated, examine the entire
supply chain on a continual basis and be on everyone’s
case all the time. And find the energy to help improve
things. Cooperation across the entire supply chain
is the key for the future.’
I am looking for a way to harmonize nature and technology. Maybe I won’t be able to save the world, but at least I
can help make some progress. Annemarie van Groenesteijn
I’m currently gaining the knowledge and experience I’ll need to help
mankind and nature in a tangible way.Chris Kleinschmidt
49
generations too.’ Pjotr van Oeveren, Environment
Manager at Heineken, is concerned about water.
There is plenty of water on our planet, but most of it
is salt water or is unusable. Only three percent is fresh
water and most of this is locked in the polar icecaps
as ice and snow. Remaining groundwater is becoming
increasingly polluted.
Not only do we need water to drink and to wash,
agriculture and industry also use large quantities
of water. Drinking water is the basic ingredient for
making beer. Heineken has breweries around the
world and has been confronted with every conceivable
challenge relating to water. ‘Clean groundwater isn’t
available everywhere. For example, our springs in
Spain simply dried up,’ explains Pjotr, ‘so instead,
we had to use public water supplies.’
In Indonesia, he helped scout a new location for
a brewery. ‘At the location that we found, water is
available, but it’s far from the inhabited world.
That means that we have to ship the ingredients and
the beer there and back again. That requires fuel. So
we had to make a compromise between water and fuel
consumption.’ Heineken is looking for solutions to
this dilemma by investigating methods of converting
other sources, such as seawater, to drinking water.
‘Using a variety of technologies, we can virtually
purify any sort of water to make drinking water.’
Saving water is the best way to reduce unwanted
wastage; however, hygiene is of critical importance
in a brewery. A lot of water is needed to clean the
equipment. Larger hop boilers require relatively less
water for cleaning, thus making the cleaning process
more efficient. ‘Instead of using seven litres of water
for the production of one litre of beer, we currently use
only five,’ says Pjotr van Oeveren.
Numerous solutions have been conceived to save on
even more rinse water. ‘Take wastewater, for example.
We purify this using bacteria that produce biogas. This
is used to fuel the power plant. We can also generate
power using other by-products of the brewing process.
This means that we are less reliant on fossil fuels.’
Hence, water, power and the environment can be seen
to be inextricably intertwined. By-products can be
used to generate power and this power can be used to
clean salt water. However, Pjotr explains that to brew
even more sustainably in the future, the trick is to look
at activities performed outside the brewery, ‘We are
not an island. We deal with farmers who harvest, store
and ship the hops. Once the beer has been produced,
48
‘I quite consciously don’t actually drive a car, but at
Shell, I develop new catalytic converters that help
convert petroleum and natural gas into fuels more
cleanly and efficiently,’ explains Marije Nijkamp.
‘Currently, I’m working on an enhanced catalytic
converter for converting gas into diesel. Gases are
often just flared off, but thanks to this catalytic
converter, it will be profitable enough to create fuel
from these gases instead. As a chemist, I’m helping
to improve the world from the inside.’
‘You can develop the most amazingly advanced
irrigation system for Peru, but if you don’t take
century-old laws and customs into account, then
it simply won’t get used,’ explains Annemarie van
Groenestijn. ‘Every technical innovation has to be
in keeping with society,’ according to the student of
International Land & Water Management.
‘Maybe I won’t be able to save the world, but at least
I can help make some progress. That gives me a good
feeling.’
‘Buildings are actually works of art. Works of art in
which we live and work,’ contends Rigobert Nivillac.
His study programme combines Civil Engineering
and Architecture. Rigobert dreams of running his
own architectural firm, as does every architect, and
preferably on Curaçao, where his parents come from.
‘Many highly educated people leave to try their luck
in the Netherlands, but I want to make a difference
there. It’d be cool to drive around the island and to be
able to say, “I built that school”’.
‘You must know those wonderful 3D images in the
latest computer games. That’s the sort of images
we make too, but instead images of someone’s
heart or arteries. Using 3D imagery, cardiologists
can perform angioplasties or insert stents in
heart patients that help keep the arteries open.
Richard Vogelaars works at Philips Health Care as
a specialist in Medical Imaging. ‘Creating games
is fun too, but our hardware and software improve
people’s health. It adds an extra dimension.’
51
Where is the most beautiful place on earth? ‘Corcovado
National Park in Costa Rica,’ says Suzette Boontje
without a moment’s hesitation. ‘Unspoilt, virgin jungle
all the way to the beach.’ Marije Nijkamp says Iceland.
‘The feeling of total freedom on a bike ride through
the magnificent emptiness.’ ‘The water meadows near
Wageningen in the early morning light,’ says Annemarie
van Groenestijn. Rigobert Nivillac chooses his roots,
‘Curaçao.’ Richard Vogelaars finds it too difficult
to decide, ‘There are so many beautiful places.’
Making a difference in the world. Making it a little more
beautiful, safe, fair, pleasant or healthy. These are
deep-seated desires held by many people. In recent
centuries, it has become more pleasant, safe and healthy
for some people, but certainly not for all. Moreover,
this progress has often been to the detriment of our
natural surroundings and the environment. Suzette,
Marije, Annemarie, Rigobert and Richard are working
toward making the world a better place.
‘It’s actually quite disgraceful how the world has
become so unbalanced,’ states Suzette Boontje. One day,
she would like to focus hard, as a biologist, on providing
African and Asian populations with healthier nutrition.
‘But this requires experience.’ She is currently recruiting
pharmaceutical research volunteers for Pharmaceutical
Research Associates International. ‘Guinea pigs? I often
hear that. But these volunteers are far from guinea pigs.
Thanks to their efforts, millions of people have been
cured of illnesses. They are an indispensable link in the
chain to producing new drugs.’
what dIffereNce caN I Make? For a more beautiful world
50
This publication was commissioned by Platform Bèta Techniek and produced by Lemon scented tea.
TextBastienne Wentzel, www.bmedia.nlMarga van ZundertKamiel van Zutphen, Lemon scented tea
PhotographyMagnum Photos, www.magnumphotos.comArnoud Kor, www.arnoudkorphotography.comLemonade, www.lemonade.nlBas de Boer, Lemon scented tea
LayoutLemon scented tea, www.lemonscentedtea.com
Platform Bèta TechniekBeatrice BootsMartijn de GraaffRolf Schreuder
© Lemon scented teaNo part of this publication may be copied and/or reproduced without written permission from Lemon scented tea.
Thanks toRobbert Dijkgraaf – University of Amsterdam, KNAWGerard van Haarlem – Hogeschool van Amsterdam, University of Applied SciencesOnno Franse – Royal AholdBob Ursem – TU Delft Botanical GardensSylvia Vonk – NikeRomy de JongeLuke Bruins – Red ConceptsWiebe Draijer – McKinsey & CompanyPjotr van Oeveren – Heineken InternationalGijsbert Siertsema – Heineken InternationalSuzette BoontjeAnkie Kreuwels – DSM Nederland BVEric van den BergMarije Nijkamp – Shell Global Solutions International BVFemke de Poorter – Philips Lightning BVMarc B.J. OvergaauwRabih Al ZaharRichard Vogelaar – Philips HealthcareJillis Mani – TomTom Mobility SolutionsRigobert NivillacJoost van BovenSophie Kuijt – IBM Nederland BVChris Kleinschmidt – KEMA Corporate CenterAnnemarie van GroenestijnSigrid VrijburgMargit de Kok – Platform Bèta TechniekSophie Krabbenbos – Jet-NetWilleke Wenno – Echo-netLieset HesselinkSara Wensveen & Andrea Jansen, www.lekkerstijl.nlRutger Fuchs, www.fuchs.nuwww.platformbetatechniek.nl
www.harmonizingtechnology.com
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