Becoming a Changemaker by Leading with Design
Summary
Design and research-driven leaders have evolved from being responsible for executing design concepts to having a crucial role in driving change across organizations. This is welcome progress, but with greater responsibility comes new challenges, especially when it comes to championing change in organizations likely to resist it. As design and research-driven changemakers have risen in the ranks of business, they’ve “learned on the job,” experiencing both setbacks and victories. We captured many of these learnings by interviewing over 40 design leaders and incorporating their shared wisdom in our book, Changemakers: How Leaders Can Design Change in an Insanely Complex World. Whether these leaders worked at IBM and Google, a US government agency, or a small consulting firm, their insights and observations are applicable to all and well-worth considering. This presentation will offer an overview of what we learned. It will cover the top mistakes changemakers make as they navigate the messy processes and people issues involved in driving any type of change. You'll learn how to determine the ground conditions needed for success, how to find and align supporters, how to minimize detractors, and how to repurpose design tools, frameworks, and techniques to your advantage. Maria Giudice is the co-author of Changemakers: How Leaders Can Design Change in an Insanely Complex World.
Key Insights
-
•
The role of design leaders has evolved from product delivery to shaping organizational culture at scale.
-
•
Changemakers must assess 'ground conditions' like executive support and resources before accepting leadership roles.
-
•
Rushing into change without understanding the organization's history and culture ('coming in too hot') often generates resistance.
-
•
Building a shared vision requires inclusive collaboration where all stakeholders feel heard and represented.
-
•
Prioritization and focus on a few small wins prevent burnout and enable sustainable change.
-
•
Tools like the impact matrix help teams evaluate effort versus impact to choose projects wisely.
-
•
Vision without execution is futile; delivering tangible outcomes with prototyping and milestones is essential.
-
•
Failure is inevitable in change leadership; embracing mistakes with courage leads to growth and innovation.
-
•
Visual communication techniques enhance stakeholder understanding and trust during complex change efforts.
-
•
Changemakers don’t necessarily need formal design training but must adopt design as a mindset and problem-solving strategy.
Notable Quotes
"The best future leaders will embody the qualities and traits of a DEO — design executive officer — creative business leaders at the intersection of design and business."
"Change is fundamentally a design problem and therefore change can be designed."
"Before you accept a mission as a changemaker, ask yourself do you have a clear directive, champion support, and the right resources?"
"Coming in too hot means running into a burning building like a firefighter, ignoring past work, and rushing without listening."
"Nobody wants to be told to do your thing unless it’s clear that it helps their thing. It’s just human nature."
"Don’t boil the ocean. Get small wins before you go for the big change."
"You need maniacal focus to prioritize, but remain flexible as priorities will always change."
"Vision without execution is hallucination. You must make outcomes tangible and measurable."
"Failure sucks and hurts, but if you haven’t failed, you haven’t taken enough risks."
"When you hit the bottom, that’s where creativity flourishes and it’s time to iterate, evolve, and redesign."
Or choose a question:
More Videos
"Centering connection and relationships rather than transactions is the true happy path in design."
Frances Yllana Ann Buechner Jess Jones Betsy RamacciaD.E.A.R.R. Diaries (Discipline, Experience, Architecture, Reflection + Revolution)
November 16, 2022
"An org chart is about formal reporting; a relationship map is about networking and collaboration across silos."
Michael PolivkaScaling Design through Relationship Maps
November 7, 2017
"If you give up, we all give up."
Sean McKayCoexisting with non-researchers: Practical strategies for a democratized research future
March 11, 2025
"They wouldn’t tell us what the requirements were; it was our job to figure it out."
Joshua GravesWe Need To Talk: Managing Ludicrous Requests at Work (Part 3 of 3)
May 12, 2025
"Batch edits allow updating multiple variables at once and moving them between design systems without losing their connection to the foundation file."
Ryan Matthew Alex KurchevDesignOps without Boundaries: Building More with What You Have
September 10, 2025
"In large complex systems, the dots are scattered across silos and time zones, making progress feel elusive."
Gina MendoliaTherapists, Coaches, and Grandmas: Techniques for Service Design in Complex Systems
December 3, 2024
"We can start small, test and validate quickly with a three-week tag team—one PM, one designer, one researcher."
Ted NewardTheme 4: Enterprise Organizational Journey
June 4, 2019
"Many of ChatGPT's organizing themes are at the same level as the basic themes, which is confusing and inappropriate."
Weidan LiQualitative synthesis with ChatGPT: Better or worse than human intelligence?
June 4, 2024
"The edit rate, our metric of human-added characters over total characters, tracks AI output quality without burdening users."
Jennifer KongJourneying toward AI-assisted documentation in healthcare
June 5, 2024