Michael is a Category Designer in Residence for CDA and heads up its Melbourne operations. He has been a core part of the Category Design team in Australia, starting with the launch of the Play Bigger book and the introduction of Category Design to Australia. He is a high profile participant and mentor for the Australia start-up community in Melbourne and Victoria State.
In his Category Design work with the team, he brings an extensive background in product and brand positioning to further stimulate the thinking and perspective.
He has an MBA from the Royal Melbourne Institute of Technology in Victoria and uses Design Thinking models with an entrepreneurial marketing perspective to work with senior management from companies of all sizes to achieve, define and dominate categories. Michael loves a challenge, is excited by solving perplexed problems and is fueled by the opportunity to work with legendary entrepreneurs who want to make a dint in the universe, as he does.