Empowering companies to do the right things in the right ways for the right reasons! This has kept me busy now for close to 30 years, during which time I have worked as an industrial anthropologist and trainer in the areas of user experience, human-centred strategy and usability. I have developed my expertise by working as a freelance consultant, as a manager in agencies, in industry and as a UX manager at Microsoft; it was and is sharpened by my many years of work in national and international standardization... and for some standards I am responsible as editor (ISO 9241-100 and ISO 9241-161). I am Professor for Human-centered Strategy and User Experience at the International University SDI Munich and head of the Information Architecture and Content Creation (B.A.) and Intercultural Interaction Design (B.A.) programs.