The B+I Impact Studio and Design+Business Club invited Juan-Carlos Morales to Michigan Ross to speak about design thinking applications to the world of business, in particular business that does good for society. He was interviewed by Michigan Ross’ faculty director of the +Impact Studio, Jeffrey Sanchez-Burks as part of Innovation Week. In the past 20 years Mr. Morales has taken his varied experiences and used them to help organizations create better experiences for people. Currently the Executive Creative Director at Chameleon Collective in Florida, he served as Chief Creative Director at PricewaterhouseCoopers Digital Services, creating the “Art of the Possible” thought leadership series. His current goals are the same goals he had when painting graffiti as a teenager. Make things that people will talk about: work that he can be proud of, and work for a place that has purpose greater than just making money.