Closing the Gap: Design Embraces Business

This is a remote presentation. It will be streamed live to the Motif and Virtual venues.

The impact of design on businesses is growing and the demand for design talent continues to increase. We see more designers taking on leadership roles in companies across different sectors. Management consulting organizations highlight the strategic value of design in business. However, the reality within many organizations tells a different story, with thousands of design teams operating at varying levels of influence and integration into business strategy.

As design leaders and practitioners, we should increase our business IQ and understand how profits are generated, and efficiencies achieved. We must help our teams understand and articulate the impact and contribution to the business. We must strengthen collaborative ties and support the healthy balance of product teams. We must get out of our comfort zone, integrate into strategic development and actively interact with business leaders to develop stronger partnerships in organizations. We must foster a relationship based on mutual trust with our cross-functional partners to increase our influence and impact in the organization.

As design leaders, we must evolve beyond our traditional role as champions of process and craft and fully embrace the broader business context in which we operate. By positioning ourselves as business leaders, not just design leaders, we can increase the strategic impact of design in our organizations. We are elevating the value of design and ensuring that it plays a central role in shaping the future of organizations. Let’s continue to lead the way.