Sue Siddall is partner and executive managing director of design consultancy IDEO’s European studios. Founded in California in 1991, IDEO now has offices across the US, Europe and Asia and has helped some of the world’s biggest brands launch new products and projects using a ‘human-centred’ design approach.

Based in London, Siddall has worked with clients from Barclays to IKEA, HarperCollins, Oxfam, Findus and M&S, advising them on how to grow their business, innovate and identify new opportunities. She specialises in helping organisations define their purpose and design the right culture to become more innovative. As part of IDEO’s global talent team, she has a similar role internally, helping design career development tools and values at the organisation. Before joining IDEO, Siddall was global marketing director for luxury brand Tanner Krolle and group account director at M&C Saatchi.