As Principal Industrial Designer, you are the vanguard of your craft and discipline. Your craft mastery is broad and extraordinary, and regularly awes other designers. With substantial life- and project-experience under the belt, there are few topics or situations that you haven't dealt with before, making you a routined and resourceful lead for pitches and complex projects. While your lucid thinking and hard-earned '*wisdom of practice*' provides strong guidance, it's also credible ground for championing distinctperspectives on the future of design and innovation. On a personal level, you are a role-model for an open-minded and compassionate culture of innovation, with a voice and presence that can be heard throughout the organisation.