My first professional experience happened at Leo Burnett Lisbon. I was lucky, I had a great team of multicultural and multitalented people I could learn from. Flexibility and pets at work were already a thing in 2007/08, Tura the agency dog, even had a LinkedIn account and was pictured in the company profile! Fresh from a university that fluidly brought together arts, technology, design, architecture and philosophy, and as a young woman that highly believed in social and environmental rights, I cannot forget what I thought after few weeks of work. “How is that adults waste their time like this?”I genuinely did not understand how people could invest so much time of their life in doing something that had little direct impact on our community. By the time I instead realised their social responsibility. Creatives design behavioural change and therefore human interaction. It is about understanding group of people, being able to create experiences that resonate with their problems, expectations, wishes, and how they are designed move people and people’s behaviour in a closed loop system. But I was looking for something different, so I brought some friends together, with skills from tech to business, to brainstorm on something we wanted to see out in the world. That is when Crewando was born, our first digi-start-up attempt. Lots of fun but not enough programs back then.Working for SMEs and big enterprises within the consulting and corporate environment completed the landscape of how we used to do business and how we lived on this planet. I did not like it. I wanted it to put people and planet at the center, changing ecosystems interactions; leveraging research and data but also its creative interpretation, I design strategies for incremental and disruptive innovation, that embed social and environmental sustainability, making business transformation happen.Businesses bear a great responsibility to the future of humanity and by embracing it they can also unleash opportunities for long term success. There is no other choice than accelerating transformation designing a new vision of the for profit sector. I am passionate about bringing this systems transformation to highly accountable stakeholders and shareholders (70% of GHG emissions): the urban environment.And as the stories we tell, share and believe, shape common narratives I also like to write. My first book “La strada non finisce a Capo Nord” was recently published by Ediciclo Editore.