Ton van Asseldonk

I am a researcher and strategic consultant. My aim is to use complexity to build solution-benefits for real people. Together with Roland Kupers, I explained how order and meaning can arise from interactivity without central planning and control. Crossing a roundabout is more efficient than a system of traffic lights. There have even been positive experiments with no signalization at all.

In cooperation with companies like AHOLD, Ton developed his theory on Mass Individualization. Since his ground-breaking thesis in 1998 he has applied these insights to large scale transformations in many Dutch/international companies and organizations.