Dr Wendy Elford works in experience and knowledge design as a 'practical futurist'. She's passionate about creating sustainable, human centered systems for communities of all persuasions from suburbs to regions or countries to professional, work and learning communities. Her intent is to help others learn to listen to conversations at scale to support the UN Sustainable Development Goals one story at a time. Her approach is based on complex adaptive systems using text, observation and stories as data to inform the design of not only products like apps, building and city design but whole personal and business and government work systems.