A researcher at Mexico’s National Council of Science and Technology (CONACYT) and a research fellow at the College of the Northern Borderland(Colef)in Tijuana. Max has an extensive experience in consulting for the public and the private sectors. He earned his Ph.D. in Sociology at Wageningen University in Holland and a M.A in Semiotics at Tartu University in Estonia. Max Matus is the research director of Semiosfera consulting, an innovation consultancy firm established in Mexico City.