He is intrigued by tiny revolutions, ideas that put well-known rituals in a different light, ideas as modest as putting the strings on the side of shoes instead of on top. And he is interested in designing products with consideration for their contextual implications. He has proved that beauty can make an important contribution to a windmill's performance in relation to the landscape. And he once designed a transformer kiosk using Catholicism as a metaphor. He is stubborn and unique in Dutch design circles. Huibert Groenendijk considers himself a hard-core industrial designer. Like many designers he starts new projects himself, but Groenendijk is special in that he successfully initiates developments in complex areas, like the markets for windmills and plastic marking buoys. For the latter he even decided to become a producer and founded the new company Protonna. Although the typical Rotterdam emphasis in the wide range of his creations is clearly on products that have to do with wind and water- he recently designed a high-speed and attractive water taxi- he does all kinds of projects. These include a very successful safety seat for children, a plastic pissoir, as well as an ergonomic fishing rod, a telephone, a degradable coffin and recently a large floating multi-rotor windmill for use at sea. In this illustrated monograph Groenendijk demonstrates that there is always room for improvement by design.