Designer of complex identity systems and a founder of the strategic design consultancy Business Genome (http://www.businessgenome.com). He has decades of experience with building, leading, and supervising interdisciplinary teams on complex projects, and helping clients to employ design to achieve their business goals. An award-winning designer and creative director with a background in computer sciences. He has worked with presidents, CEOs, and startup founders. Through his work, he noticed the same patterns and problems in organisations of all kinds and realised that he could use design and software principles to help them design their culture. It laid the groundwork for the Business Genome framework.