I've asked Simon if I can intrude onto the IB blog – he's agreed. Confusingly I'm another Simon. Simon and I have written a few things together – and maybe something more will surface through this space. I work for IDEO – the design company (ideo.com). Like Simon once upon a time I was an academic but have been in industry for the past 9 or so years. Currently I'm thinking about behaviour – secifically behaviour change in and around sustainability and health – although I struggle with what 'behaviour' usually means. More on that soon.