So, what have some Legos, a Greek nuts producer, a dizzy octopus & a drunk rooster, a local gas station fighting its own Goliath, and Elon Musk, to do with creativity and Creative Thinking, you may ask. And, frankly, it’s understandable; but give me a few minutes to explain myself.

It is truly amazing how counterproductive a meeting can be, regardless of the participants' intentions. Sometimes, coming out of a long meeting - internal or with clients - I get the feeling, that we have just wasted time on something that, in my mind at least, would have required just a few minutes of conversation. Based on a similar realisation, many companies avoid meetings in general or introduce no-meeting days, in the interest – theoretically - of productivity.

Today, a great number of apps, even banking services, make it possible to verify your identity by recognizing your face, by voice match or just by placing your finger on the fingerprint reader of your mobile phone. And they are making “logging in” as easy as looking or speaking to a device. In a digital world full of passwords, could Biometrics be the evolution of authentication?

UX is not an event, it’s a continuous process, it’s a journey! UX should be an ongoing, flexible aspect of every company's long-term strategy to create digital products that delight customers.

Let's clarify something from the get-go: we at ATCOM are constant and persistent optimists - we wouldn't have created, from a miniscule start-up 20 years ago or so, Greece's leading digital business agency if we did not believe that, with hard work and clear focus, great projects can be mastered, great products can be developed and great results can be delivered.