I am an associate professor at the School of Architecture and Design at Aalborg University. Previously I worked in Australia (at the Centre for Design at RMIT University) as a researcher, and in Italy (at Politecnico di Milano) where I also studied for his PhD in Industrial Design. I am very interested in everything concerns systemic aspects of design, design of Product Service Systems (PSS), service design, design for Sustainability (but please do not ask me to talk about recyclable products and other questions like this) and design for social innovation. In my working environment I am considered to be the “immaterial man”, because people around me believe I don’t like working on products, but this is just an impression, it is just because there is something around the product that many people do not want to see, and instead I find very interesting. I’m somehow convinced that those aspects have something to do with a radical change in the way of looking at design and innovation, and I try to explain it in my reflections on this blog.