In this talk I will share some personal experiences and thoughts. My career has followed an old-fashioned scheme. The contract research organization SINTEF has been my employer for more than 30 years. My normal defence is that I have changed roles and topics a few times. I have moved from CAD via AI to OR, also up and down the organization hierarchy. I will touch upon on the pleasures and hardships of being stuck between academia and industry. The main topic will be RTD on rich vehicle routing problems.