MrSmith Studio is a Design consultancy firm funded in 2004 by Marco Mascetti. MrSmith has coined the definition “Design As An Input®”, which is the ability to anticipate the use of Design tools in a company, in order to exploit all their competitive potential. This approach allows the studio to realise together with its clients, projects where the human and creative elements enhance the technological innovations, the processes and the functions, generating the competitive advantage that makes a difference on the market. The “Design As An Input®” approach can be applied successfully to any industry and project, it is a filter which allows the visualization of the best mix of the Human, Technology, Business and Sustainability components.