Many people still caricature Collaborative Design. We are occasionally described as tree huggers, arm wavers or entertainers. Ok, let’s admit it, I have heard the word « clown » once or twice too. To shift that perception, I set hight standards for myself, establish and maintain a very clear articulation between my practice and the reality of the business opportunities at all times. I never forget that I lead design-thinking workshops with purpose – grow our sales pipeline, expand our software footprint and higher our opportunity win rate.