In today's ever changing social arena, where more and more are fighting for less and less, it is crucial to discern the road ahead clearly. Increasingly, those who demonstrate an interest in and an aptitude for building bridges between research and transfer in the realms of innovation, digital culture technologies, and society are those who play active roles in industry and organization today. Creativity, adaptability, flexibility and the ability to bring fresh, new perspectives is a must, as is the ability to not only think outside the box but beyond it.