Three lessons for innovation in mechanical engineering

Plenary session with Matthijs Varwijk during the Machine Construction event 2023.

According to Matthijs Varwijk, business developer robotization in logistics at AWL, successful innovation in mechanical engineering depends on three important lessons. “To innovate you must not only look, but also see; dare to say no and listen to your customer.” How can you, as a machine builder, participate in today's new business? And what do these three lessons mean? Read more and find out.

Know who you are
Matthijs starts his story on a personal note: “I am a music lover and a huge fan of U2. One of the reasons for that is that U2 – even now that the band members are all in their sixties – still plays shows in places like Las Vegas today.” According to Matthijs, this is because they move with the times and know how and when to do it.

There is another reason that Matthijs opens personally. “The basis of innovation is knowing who you are as a person and as a company.”

The three lessons of innovation

Lesson 1. Pioneering: don't look, just see
“Today you can walk around and take a look at the Machine Construction Event. But seeing what you can actually use for your market: that is valuable,” says Matthijs. Timing is also important. What are the crucial moments to invest in new technologies? “Look around at what other robotics companies are doing, and see what's happening around you.” Matthijs cites an example: “Just look at Ford. That company missed the moment to automate and made major investments at the wrong time. The result: enormous losses.”

Lesson 2. Learn to say no

“Innovation is saying no to a thousand things.” –Steve Jobs

There are hundreds of different ways you can use robots. The pitfall for a technician is that he prefers to install them all. But if you focus on too many different things, you lose focus. “At AWL we focus on one innovation at a time. For example on random mixed depalletizing.”

Once you have mapped out which automation you want to focus on, you follow a fixed route. Identify the requirements you need to start the project. Then capture data as footage and check results against requirements. Then implement a pilot at your customer's location. Then you're ready to deploy multiple installations.

Lesson 3. Listen to your customer

“What impact can we make together in the Netherlands?” – Matthijs Varwijk

If you want to help your customers or end users properly, you have to listen to them. Matthijs: “Look at what you are good at as a company.” He explains how this works at AWL and thus inspires visitors. “See how you can use these strengths to meet your customer's needs,” he concludes.

Would you also like to register as an exhibitor for the next edition of the Machine Construction event? 

Please contact Mirjam Trommel (mirjam.trommel@fhi.nl).