Nejdeh prefers to call himself a ‘designpreneur’, a term he has coined to define the overlap between ‘design’ and ‘entrepreneurship’ spheres.

His basic professional background is in industrial design and he has more than ten years of experience as a designer. His master’s studies gradually drove him toward the field of design management, innovation, entrepreneurship and branding. That is why he sees his main professional role as a ‘design, branding and innovation catalyst’. It is about 14 years that he is focused on ‘design thinking’ as a researcher, practitioner and educator. Up to now, he has initiated a few entrepreneurial ventures as a co-founder and strategist. Also, he has extensive experience as a brand strategy consultant.

Currently, he is the Assistant Director of Entrepreneurship and Product Innovation Center (EPIC) at the American University of Armenia. He also teaches innovation, entrepreneurship and startup culture at AUA. He is the National Coordinator of the Entrepreneurship World Cup in Armenia.