Times are changing rapidly in product innovation and development. In order to cope with the challenges, companies must face the shortcomings of their traditional processes and embrace the ongoing paradigm shift. This includes some possibly uncomfortable but necessary adjustments, but to Günther Schuh, the benefits are clear. Günther Schuh is a professor for production engineering at RWTH Aachen University and member of several different directorial boards such as the Laboratory for Machine Tools and Production Engineering and the Fraunhofer Institute of Production Technology. His research covers a wide range of aspects of modern industrial engineering, from production and innovation management to business development for manufacturing companies and factory planning. With a strong commitment to real life industrial challenges and as a founder of both StreetScooter and e.GO Mobile, two electric car manufacturers initiated at RWTH Aachen, he makes a stand for the Aachen academic landscape as a breeding soil for product and process innovation. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx