Guido was a steelworker and cook till the collapse of the iron curtain in 1989. He started his career as a Business Psychologist at Daimlers R&D department in Berlin, 1998. In 2009 Guido joined the Design Department of Deutsche Telekom. During his work as responsible for customer research, Telekom Design won over 150 awards. Since 2017 Guido works in the HR department of Deutsche Telekom and drives the employee experience in the digital age. Guido developed the 77 Human Needs system as a key to understand the needs which drive human experience. In 2017 Guido founded DE3P Experience & Innovation – a company to apply and distribute the 77 Human Needs System.