In laser welding, the achievement of high productivity and precision is a relatively easy task; however, it is not always obvious how to achieve sound welds without defects. The localised laser energy promotes narrow meltpools with steep thermal gradients, additionally agitated by the vapour plume, which can potentially lead to many instabilities and defects. In the past years, there have been many techniques demonstrated on how to improve the quality and tolerance of laser welding, such as wobble welding or hybrid processes, but to utilise the full potential of lasers, we need to understand how to tailor the laser energy to meet the process and material requirements. Understanding and controlling the melt flow is one of the most important aspects in laser welding. In this work, the outcome of an extensive research programme focused on the understanding of meltpool dynamics and control of bead shape in laser welding is discussed. The results of instrumented experimentation, supported by computational fluid dynamic modelling, give insight into the fundamental aspects of meltpool formation, flow direction, feedstock melting and the likelihood of defect formation in the material upon laser interaction. The work contributes to a better understanding of the existing processes, as well as the development of a new range of process regimes with higher process stability, improved efficiency and higher productivity than standard laser welding. Several examples including ultra-stable keyhole welding and wobble welding and a highly efficient laser wire melting are demonstrated. In addition, the authors present a new welding process, derived from a new concept of the meltpool flow and shape control by dynamic beam shaping. The new process has proven to have many potential advantages in welding, cladding and repair applications.