Michele Melazzini is a designer and PhD candidate. The PhD research activity focus on the role of design in the organization, the design interventions in affecting the organizational culture. With a background on product and strategic design, Michele built his experience on applying and developing design practices that can support change management and innovation process. He collaborates at international research projects (Horizon 2020, Interreg, Erasmus+) that deal with topic as Creative Industries, design thinking process applied to SMEs and Entrepreneurship. His main teaching activities are focused on strategic design, design management and product development. Michele has started to learn and discover the “soul” of the design during a long collaboration with Fondazione Achille Castiglioni.