Dr Sam Bucolo is an Industrial Designer with 30 years spanning industry and academia. Sam is the Chief Executive officer of the Australian Design Council and is an Adjunct Professor of Design at Swinburne University. Sam has collaborated widely with a diverse set of industry partners and sectors spanning Agriculture, Defense, Automotive, Telecommunications and Construction, where his focus is to grow businesses through design. Sam has led many government initiatives on embedding design within sectors, has held several senior positions within Universities, has been a former entrepreneur. Sam is an elected Fellow of the Design Institute of Australia and is a Good Design Australia Ambassador.