This week, I'm thrilled to be joined by Maarten van Kroonenburg from the Netherlands. Maarten is the visionary behind BW Ventures, and if you’re not familiar with it yet, you will be soon. As CEO, he's on a mission to revolutionize small businesses by crafting resilient and scalable models.  Drawing from his entrepreneurial journey, Maarten leads with a unique blend of strategic insight and practical wisdom. At BW Ventures, he champions structured, customer-centric approaches to innovation, empowering companies to navigate future challenges with confidence. Under Maarten’s leadership, innovation meets pragmatism, driving success through informed decisions and enduring strategies. In this episode, Maarten shares his thoughts on the evolving landscape of innovation. He discusses the generational differences in how we approach business models and the importance of maintaining a balance between value creation and sound business practices. Maarten emphasizes the game-changing potential of AI, comparing its impact to that of the smartphone, which revolutionized our daily lives by putting powerful technology in our pockets. We also delve into the nitty-gritty of ideation. Maarten believes that spending too much time in the ideation phase can cloud your judgment. Instead, he advocates for quickly jotting down initial ideas and focusing on understanding the core problems and needs they address. This approach, he argues, turns the decision-making process into an emotional connection with customers, where the real magic happens. Whether you're a seasoned innovator or just starting out, Maarten's insights offer valuable lessons on how to navigate the complexities of today’s business world. Join us as we explore how Millennial innovators like Maarten are changing the game, and why AI might just be the defining innovation of our generation.