Let’s admit it! We live in exciting times with technology, social interactions and business models changing before our eyes: Flying taxis, self-driving cars, commercial Space missions, smart cities, SmallSats and Internet Of Things (IOT) to name just a few innovations! Our kids are growing up in a world of on-demand TV, GPS availability, all around virtual assistants, and mobile devices that pretty much can do anything! Each and every one of these innovations has a location element to it! Add to that, the next generation of developers are growing up used to Big Data analytics, the ubiquity of cloud-based platforms, and the promising materialization of Artificial Intelligence and Machine Learning. Those changes and their pace are impacting not just how we integrate location into applications and decision systems (current and emerging), but also how we drive innovation around location. This talk provides a view on how the Open Geospatial Consortium (OGC) community is championing innovation in this new environment and how that is impacting location standards development, evolution and testing. In addition to the emphasis on innovation and standards, the talk emphasizes the value of collaboration (across geographies, disciplines and technologies) to ensure none of us re-invents the wheel.