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Principal Trainer
Joel Alexander N.

IDEO U certified

IDEO-U Certified Practitioner

Associate Adult Educator

AEP-Associate Adult Educator

ACTA Certified Trainer

Joel CEO design thinking

"Joel is fast on his feet, has admirable associative thinking, and is great at tackling messy challenges."

Victor Alexiev, APAC Program Manager, Citi Financial Services

citi financial workshop participant

About Joel

Joel has over 20 years of experience as an innovator and problem-solving practitioner. He is trained in Design Thinking, Service Design, Change Management and Behavioural Insights.


He is currently the CEO and Master Trainer-Consultant of GRASP Guru International, specialist trainers and consultants in Design Thinking and Innovation. He is also Senior Partner for Disruption Management with Lim-Loges & Masters, and Program Facilitator with DesignSingapore Council's School of X.

Joel was the former Innovation Lead at Singapore's Ministry of Home Affairs (MHA) for homeland security. He was also appointed a Senior Business Consultant for Service Design at the Smart Nation and Digital Government Group's Government Technology Agency (GovTech).

Joel is the Inventor and Master Trainer-Consultant for the proprietary GRASP™ methodology that combines Design Thinking with Behavioural Insights and Lean Processing principles into a holistic problem-solving and innovation toolkit.

He published Innovation within GRASP™ - the Ultimate Cheatbook in Innovative Solutioning, a Practitioner's Playbook to the GRASP™ solutioning process. The Playbook empowers individuals with the essential tools for practical product, process and policy innovations.

Joel also invented Design Thinking Espresso™ (DETES™) – A condensed series of quick-fire interactive activities that teach Design Thinking fundamentals in just half a day.

Joel has IDEO-U certifications in Foundations in Design Thinking, Insights for Innovation, and From Ideas to Action. He has an Advanced Certificate in Training and Assessment (ACTA), is a certified Associate Adult Educator under the Institute for Adult Learning’s Adult Educator Professionalism programme (AEP-AAE), and Ministry of Education (MOE)-certified trainer. Joel was a recipient of the Home Team Achievement Award in 2017 and the Home Team Operational Excellence Award in 2018.

In his personal time, Joel is a veteran event emcee and accomplished (or so he believes) a cappella singer. You can connect with him on LinkedIn at:

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