Innovation think hotel

How can you become more innovative, add value to the world and be indispensable for future markets? The egg of Columbus is an innovation think hotel which brings great insights to complicated business cases. You can check in with a challenge and check out with a groundbreaking innovation. 100 top out of the box thinkers will help you to achieve it.

Thinkers like Edward de Bono, Oliviero Toscani, Wim Michels, Tyler Whisnand, Daan Roosegaarde en Erik Kessels will be present. 

The idea of ​​this innovation think hotel is to find solutions beyond the analytical thinking process. These thinkers are trained in conceptual thinking, to think both analytically and out of the box, in order to add value to the world of tomorrow. The next innovation think hotel will take place on Friday December 13th 2019. We use the innovative method from the book 'The Egg of Columbus'. The method uravels how to come up with innovative ideas that improve companies and the world at the same time. The results are outstanding! Check our photo album for impressions of the innovation think hotel


Discovery Day

On this very day, we are going to write history with the innovation hotel. Organisations check in with a business challenge and check out with a cutting edge innovation that will change the world of tomorrow. 

Successful companies do something that others don't. They latch onto a megatrend, the latent needs of target groups and solve a social problem. Megatrends are initially invisible because they slowly rise and change the norms and value patterns of our society. If you want to innovate, it's important to respond quickly to it and to bring renewal to what our society really needs. Management guru Michael Porter predicts that companies of the future will only make a profit if they solve a world problem. Think of a football for children in developing countries that do not have electricity. The ball charges when they play soccer and at the end of the day it is a lamp to do their homework with. So if you produce footballs, you can simultaneously solve a world problem at the same time and become more valuable to society. And that is what this think hotel is about. We will support you to find your 'Egg of Columbus' on Friday December 13th 2019.

Overview of Thinkers


Edward de Bono

The leading authority on creative thinking. Psychologist, physician, management author and originator of the term ‘lateral thinking’. A different way of thinking that also takes initially impossible solutions and interesting side roads into account, so that you come to new insights and solutions. According to De Bono this is needed to solve the problems that we face today.

How does it work?

Check in with a business case and check out with an innovative solution. Each half hour a thinker will visit you to come up with a new insight to solve your question. The questions that are presented can be very divers. 

A few weeks before the start of the innovation thinking hotel, the questions are already submitted to the thinkers. This way we will achieve better results. On Thursday 11th of April 2019 the thinkers will gather in the think hotel and brainstorm together. More additional questions can be asked to retain better results.
What kind of business cases will be submitted? For example: What does the station of the future look like? How do I get my innovation implemented? How can I innovate successfully and make my company future proof? How does the European Commission ensure more groundbreaking innovations in Europe? Or how do we create banks and insurance companies that break with investments in fossile fuels? The questions are diverse but always linked to the growth and innovation of the company. The method of the book 'The Egg of Columbus' is the guiding principle of the day. In preparation for the day, the company's 'Why' and 'DNA' will be formulated and linked to megatrends and social challenges, making the company indispensable for future markets.

Friday November 22nd: the cases will be submitted
Monday November 25th: thinkers start to prepare
Friday December 13th: think hotel and brainstorm thinkers
Friday December 13th: all solutions will be recorded
Monday December 16th: the best ideas are further explored
Monday January 6th: the elaborated ideas will be presented

09.00-09.30 am: walk in 
09.30-10.00 am: introduction to thinkers and companies
10.00-12.00 am: 1st brainstorm session
12.00-01.00 pm: lunch
01.00-03.00 pm: 2nd brainstorm session
03.00-03.30 pm: selection best ideas and presentation
03.30-05.00 pm: a toast to the successful day

Names of participants previous think hotels: FrieslandCampina, Europese Commissie, Gasunie, Univeg, RET, Topsector Logistiek, TetraPak, Netbeheer Nederland, BakeFive, La Place, Topsector Tuinbouw en Uitgangsmaterialen, Greenpeace, Plan Nederland, Hutten, Plus, ProRail. For participation and fees please contact the innovation think hotel:

About us

Our mission is to improve the world by 'another' way of thinking, or in other words, out of the box thinking. Conceptual thinking requires the usage of left and right hemispheres thinking simultaneously. As a result of this, you will come up with exceptional, value adding ideas.

95% of the people is predominantly analytical. The other 5% is more creative. But no worries, you can train your brain. By bringing the two hemispheres into balance, you will come up with groundbreaking, out of the box ideas. For example, a football for children in developing countries who do not have electricity. The ball charges whilst they play soccer with it. At the end of the day the ball turns into a lamp to make their homework with.
Every year, we solve a major social problem that companies benefit from. The first theme that we have tackled was food waste. Worldwide, we are wasting 1.3 billion tonnes of food (50% of what we produce). Meanwhile, nearly one billion people are hungry, our earth is being depleted and our world population increases from 7 to 9 billion in 2050 (source: University of Wageningen). Therefore, we came up with 100 solutions against food waste. Participating companies: FrieslandCampina, Univeg, Tetra Pak, Bake Five and La Place. The think thank was led by Toine Timmermans (Program Manager Sustainable Food Chains at Wageningen University). The organizations can use the solutions to gain profit, reduce their waste and gather new ideas.


While developing a groundbreaking concept we examine the DNA of a company and study the megatrends that are in line with the core values ​​of the organization. When you connect them to latent needs of target groups and simultaneously solve a relevant world problem, your company will be future-proof and will conquer future markets.

We thereby follow the method of 'The egg of Columbus', a book and eponymous think tank that developes innovative, out of the box concepts. Think of talking medicine packages that can remedy 16.000 hospitalizations on a yearly basis, since many people can not read the small font on the leaflet and therefore use the medications incorrectly. Making the world a better place is not so difficult. You just need to start.

Or think of a supermarket of the future, where you don't scan the products but your wrist. Most people don’t know properly what their body needs or where they have a dificiency. Everyone has a mineral or vitamin shortage. If you are not aware of the symptoms, the symptoms will come out only years later and you get sick, but you don’t know where it came from. Therefore, it is important to be informed in advance of your deficiencies. But who is going to inform you about that? This is a true opportunity for the market. A supermarket that becomes your health coach and who will advise you on what vitamins and minerals you need and tailor your grocery list to supply you with the things your body really needs.

The Egg of Columbus connects your organizations DNA with emerging megatrends and at the same time addresses a world problem. In this case, we made health care more affordable.


It is relatively unknown what out of the box thinking can do for businesses. Therefore we explain as much as we can what positive effects disruptive thinking can bring to complicated long-term problems. This motivates us to work even harder and help companies to develop groundbreaking concepts.

Concepts that add value and make the world of tomorrow better and better. Below you can read about the innovative results the think tank 'The egg of Columbus' has achieved so far. Sign up for our newsletter if you want to keep up with the latest developments:


Do you have questions about the innovation think hotel or do you want to organize an 'Egg of Columbus' yourself? then contact the organiztion. You can reach us at:
0031(0)20 6388770
The Egg of Columbus
Papaverweg 29d
1032 KE Amsterdam
The Netherlands

KvK Amsterdam:
BTW nr: NL 8187.35.521.B01

Bedankt voor uw inschrijving

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