It is important to balance innovation and market development. If the market isn't ready for big change -- and we believe BIG CHANGE is coming to the construction sector---, it may come as a shock, literally a JUMP in new production capacity, thus be positioned as a market-maker and as an integrator serving first movers / early adopters. At produktif® we listen and learn from partners and engage in rapid prototyping and co-creation workshops to receveive frequent feedback from technology and business experts. With this approach, we are balancing technology and business readiness.