Professor Sam Bucolo is a leading academic and practitioner in the emerging field of design led innovation. Through multiple practice led and applied research projects, a better understanding of the relationship of deign led innovation to business strategy and organisation value is the core of Sam’s research. Sam has also consulted widely to industry, spanning the medical devices, consumer products, telecommunications, automotive and mining services sectors. As Professor of Design and Innovation at the University of Technology Sydney, he is forming a team investigating the value of Design Led Innovation to the Australian Economy. Sam also is also the convenor of the recently established Australian Design Integration network and is an executive board member of the Cumulus global network.