At Bauma, I saw the future—and the problem.

3,000 exhibitors. 750,000 visitors. Hundreds of cranes, lifts, and machines. Same functions. Different colors.
Everyone claims to be unique. Yet when a new sensor or camera hits the market, they all adopt it the same way.
It made me think: technology is no longer the differentiator. Everyone can buy the same parts.
So how do you actually create something new?
There are two ways:

1. Goal-Oriented Design – The most common way. You get a new sensor and ask: how can we use this to improve our machine? (The problem is that everybody else is doing the same)
2. Event-Oriented Design – You go to the field. Watch the operators. Study the workflow. Discover what really needs fixing. Then build the tool that solves it.

The second path takes longer. It's messier. But it's where the breakthroughs come from.
Maybe that's why so few take it.