The Curiate team was founded by Robb Ziegler and Deb Mrazek with the goal of helping others grow and thrive with Change by Design, Design Value, Design Thinking and Creative Leadership. As design professionals with decades of experience, our team has a keen interest in strategy, methodology and teaching. Helping organizations and individuals grow with emerging methods in design and innovation gives us tremendous joy. 


Deb Mrazek

Founding Partner

With over 30 years of experience creating and driving design strategy, Deb strives to leverage the intersection of customer-value, business-benefits and corporate capabilities. Through a combination of theory and practice, coaching and doing, she has helped institutes from startups to Fortune 100s, governments and NGOs develop user-centered strategies and work with teams to integrate these strategies into organizations’ overall plans of record. As a systems thinker, Deb has developed an array of frameworks, tools and platforms to leverage the power of design and systems thinking at team, group, organizational and global levels. She is considered a leading authority on Design Value. Deb holds an M.S. in Industrial Engineering and Human Factors and a B.S.E. in
System Engineering.


Robb Ziegler

Founding Partner

Robb loves creating new value Between Products and People.® Whether via strategy, marketing insights, or industrial design, Robb has helped global companies envision the future of brand innovation and design for the past 25 years. As the founder of an award-winning consultancy, Robb has helped clients generate billions of dollars of new revenue through applied design thinking. He is a named inventor on over twenty patents for product, software and process innovations. Robb has also served as a guest lecturer and faculty at leading universities around the world, including Carnegie Mellon, Parsons The New School, and Tsinghua University. He explores the intersection of design, value, and human values and how these relate to creative leadership. Robb holds a Strategic Design MBA and a Bachelor of Science in Industrial Design.


Sam Lucente

Associate Partner

Working at the intersection of design, innovation and customer experience, Sam Lucente brings proven world-class design approaches to bear on complex problems for society, organizations and the design profession at large. He is a former VP of Design at HP Worldwide, Netscape UX Director, and  IBM ThinkPad design lead.  Sam is a frequent speaker and lecturer at universities, conferences, and design symposium and is a leading design expert recognized by Fast Company's Masters of Design, BusinessWeek's Champions of Innovation, and the IDEA Awards. His work is in the permanent collection at the New York MoMA, SFMOMA, and the the Smithsonian National Design Museum. Sam holds overs 35 patents.  He graduated magna cum laude from the College of Design, Architecture, and Art at the University of Cincinnati.


Bruce Starcher

Associate Partner

Bruce’s Business Model expertise, broad background and strategic mind are key to making connections and seeing possibilities where others don’t. The diversity and breadth of his background help him get to the heart of business issues quickly and make visible paths to meaningful growth. He is the author of “Business Models for Entrepreneurs: A Practical Guide: How to get beyond Minimum Viable Product and build a business.” Bruce was raised in France, Switzerland and the US. After completing his French Baccalaureate, he graduated from Wesleyan University with a double major in Mathematics and Economics and eventually went on to get an MBA from Cornell University's Johnson Graduate School of Management where he graduated with distinction.


Beau Martin


Beau helps global companies make smart data-based market and strategic decisions. He’s been a leading market modeler for consumer packaged goods, pharmaceutical, technology, financial, and consulting firms around the world. Beau leverages discrete choice analysis, artificial intelligence/machine learning, text mining, statistical effect estimation and Bayesian analytics to simplify complex business problems. Beau started his career in process reengineering at AT&T and later focused on new product development, launches, branding and communications with companies like Intuit and Interbrand. He has spoken at leading universities including Yale, Stanford, LBS and Toronto. Beau graduated first in his class at Georgia State University with an MS in Decision Sciences. He graduated Summa Cum Laude from Auburn University with a BA in Economics.