An Australian citizen of German-Swiss descent, Fred has a broad yet pragmatic view of the role of design on the world stage. Over the years, Fred has built strong relationships with other business leaders, and is a trusted strategic advisor to design-driven category-leading brands like ITW, Compumedics and LifeProof.
Fred is often consulted for his ability to look at the big picture and get to the Why – a product’s true purpose. With a reputation for frankness, and a understanding of market forces, he is not afraid to tell it like it is. “Just because you can make it, doesn’t mean you can sell it. But if you can sell it, we can find a way to make it.”
Fred advocates putting the people back in the picture when it comes to commercialising health and medical devices, and you’ll find him giving presentations on the theme of humanising technology at academic and industry conferences.
A global perspective has driven Fred to open an Outerspace office in San Diego to service existing clients and new technology start ups who need personal service, guidance based on experience, and fast results.
Fred’s other interests include travel, building and construction, mountain biking, skiing and sailing.