Counterintuitivity - Making Meaningful Innovation
When innovation becomes a buzzword, how do you bring back its soul?
In this provocative keynote, design leader and author Mario Van der Meulen challenges the lazy thinking behind modern innovation—and offers a bold alternative: Counterintuitivity.
Drawing from nearly three decades of experience and his book Counterintuitivity: Making Meaningful Innovation, Mario reveals the unseen patterns and self-defeating mindsets that keep teams stuck in incremental loops. You’ll learn how to break free from performative “innovation theatre” and return to design as an expression of meaningful intent.
What This Talk Covers
Why innovation often fails to be truly innovative—and how to spot the signs
How to reframe design from delivery output to directional intent
The dangers of method worship (yes, including design thinking)
Counterintuitive principles for leading real, positive change
How to stay human as AI automates more of the creative act
Who It’s For
Leaders, entrepreneurs, consultants, designers, and change agents who are done with empty slogans and ready to lead with clarity, integrity, and intent.
"Mario's innovation principles helped me reflect on my own journey trying to deliver purposeful innovation in this ambiguous, volatile world" — Jean Lin, Global CEO Isobar
Format
Keynote (40 min) – Ideal for executive summits, innovation retreats, design festivals, or corporate off-sites
Custom workshop and fireside format available upon request
Based on the Book
This talk is supported by Mario’s book Counterintuitivity – Making Meaningful Innovation, available on Amazon!
Author
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Mario Van der Meulen is a design executive, author, and international speaker known for helping leaders unlock meaningful innovation through human-centered design. With global experience across sectors, he brings depth, clarity, and provocation to every stage.
