The agricultural society was for A-people -
The innovation society needs B-people!

Why do we still get up at cockcrow and when the cows moo, when only 5% of the population work within agriculture or fishing?

Why does everything have to take place in the same rhythm and pace, resulting in a huge problem with our infrastructure?

Why has the societal framework primarily been arranged to suit people working from 8 am to 4 pm?

Let the tyranny of A-time end. Let us create a B-society.
Let us create B-patterns in our work and in our families.
Let us have quiet mornings and active evenings.
Life is too short for traffic jams. Let us have more all-night shops!

There is a general consensus that, in the future, Denmark and many other countries will have to make a living from the inner processes of thought, i.e. ideas, creativity, innovation and design. In the innovation society we will be paid for thinking – and this work of thought is an inner process best stimulated when working rhythms and working hours are individual. It therefore becomes important to work when one is most productive.

B-society has good social economics as it generates quality of life as well as productivity if B-persons work when they are at their mental peak.