Axel is Strategy Director at frog throughout Europe. He heads business innovation programs with the aim to establish a human-centered, interdisciplinary process that creates desirable and sustainable changes in behavior and form – of individuals, systems and organizations – often for socially progressive outcomes. Design, in his experience, is about applying contextual skills in non-traditional territories, which then yield non-traditional, creatively designed outputs; i.e., new roles, new organizations, new systems, and disruptive business models can be formed.