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Albert Gast

Associate partner

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Albert Gast

Associate partner

You only get better by playing. Budd Rich

Albert Gast is an Experientia associate partner in the Netherlands. He is supporting Experientia to further develop business in the NL region. Albert is an independent strategic design consultant with 25 plus years’ experience and works in the area of branding, service design and design thinking. He worked in a consultancy role for several design agencies in the Netherlands, including Philips Design. Since 2013 he has run his own business in Amsterdam under the name Think+DO.


In addition to client consultancy, Albert is also a lecturer on design thinking, service design and brand experience management at business schools and universities. He recently began his PhD Research at the Technical University of Delft on innovation and transition programs.

You only get better by playing. Budd Rich

What do you think is special about The Netherlands?

The ‘Polder model’ (‘polder’ is the Dutch word for land gained from water that is below sea level) is something that some people dislike in The Netherlands as they feel that everything is over negotiated and that we end up only with grey compromises. I see it more from a positive side: there is an open culture to discuss and collaborate and we have fewer hierarchical structures compared to other societies, which helps to have an open innovative start-up culture in this country. Basically, design thinking principles have already been embedded for centuries in Dutch culture as people had to work and create solutions together to be able live on land below sea level.

What inspires you?

I am an amateur drummer; the role of the drummer is that (s)he creates the structure and accents on the right tempo so that the other group members can play their harmonies.


I am very inspired by the drummer Mark Galliano who uses three principles for drumming: Phrasing (where in time a musical idea appears), Orchestration (where on the instrument a musical idea appears), and Rate (precise placement of all notes in different tempos).


In my role as a facilitator in innovation projects I see many similarities to these principles to manage and inspire these complex multi-stakeholder processes.