The luxury industry has reached a turning point. Old ways of doing things don’t seem to work anymore or as Marshall Goldsmith wrote: “what got you here won't get you there.” Humans looking to reward themselves, to temporarily escape into a world of dream and wonder or who want to impress others don’t need more of the same, they are longing for different ways of feeling “luxurious” which might be quite different from what we got used to, like fast cars, big watches, blingy accessories, and more subtle to grasp. To be able to understand what forms of luxury humans of today and tomorrow are looking for, new leaders with different values, skill sets and ambitions are needed. And we might well want to look at the very people they manage for guidance and inspiration: artisans and all those cultivating craft in one form or another.