As a co-founder and managing partner of scenarioDNA, a global cultural foresight consultancy, I apply semiotics, the science of signs and symbols, to reveal patterns and insights that drive innovation and growth for clients across various industries and markets.I am also an Associate Teaching Professor at Parsons School of Design - The New School, where I share my passion and expertise in design research, creative thinking, and cultural analysis with the next generation of designers and innovators. I have co-created a patented system and method for Culture Mapping, contributed to a book and several publications on subcultures, behavior, and meaning, and taught courses on design thinking, creative research, and cultural analysis. My mission is to empower brands and organizations to create meaningful and sustainable solutions that resonate with diverse and dynamic audiences.