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Dr. Sam Bucolo has over thirty years of experience of embedding design-led innovation within start-ups, SMEs, large organisations, consortiums and industry sectors to solve complex challenges and amplify economic, social and environmental impact. He has held various executive and senior academic roles and is currently the Chief of Design at RØDE. Sam has worked across many sectors including, Consumer Product, Food and Agriculture, Defence, MedTech, Telecommunications and Automotive. He is also the author of the book “Are We There Yet, Insights on How to Lead by Design” and is an elected Fellow of the Design Institute of Australia, a Director of the Australian Design Council and is a Good Design Australia Ambassador.