For over 20 years, I have been helping multinational corporations in China and beyond to create value for their users, by applying user-centricity principles and methods. I am a Principal at PwC/Strategy&, and thought leader on user-centricity. I work with MNCs on business concept strategy, transformation, marked adaptation, customer experience, branding and more.I am also an author, speaker, and facilitator, with a passion for inspiring and enabling organizations to understand China and their users' needs, behaviours, and motivations, and to design relevant, engaging, and impactful solutions. My book, From Customer to User, provides a framework for user-centric innovation. As a professional keynote speaker, I share my insights and perspectives on user-centricity with global audiences. I am a board member of the Danish Chamber of Commerce in China, where I contribute to the development of the Danish and international business community.