Víctor M. González (Ph.D) is CEO and founder of Sperientia [studio+lab]® a research agency helping companies to innovate their business with digital strategy focused on creating the best experiences for their clients. Based in San Andres Cholula, Mexico, he and his team serve organizations, in Mexico, USA, France, Ecuador and Colombia, operating in sectors such as retail, logistics, health, government, telecom, and finance. He has held positions as a lecturer, professor and researcher at the University of Manchester (UK), Universidad del Azuay (Ecuador) and University of California, at Irvine (USA). He is a professor of the Instituto Tecnológico Autónomo de México (ITAM) and teaches on innovation, design thinking, product design and strategic management of technology.