Paul Woods is an award winning designer, author, and founder of design and technology company Alice. Over the course of his career, Paul has led projects for clients such as Google, Lucid Motors, Red Bull, The City of Santa Monica and many others. His bylines regularly appear in publications including Fast Company, Creative Review, AdWeek, The Drum, and Automotive World. He is a holder of several patents in automotive experience design. Paul’s best-selling book on creative culture, "How To Do Great Work Without Being An Asshole," was published worldwide in 2019 via Laurence King and is available in nine languages worldwide. His follow-up book, "Sh*t They Didn't Tell You," a how-to guide for young creatives looking to start a career in the industry, was released in 2021.