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
"There’s still a need for human insight to understand behavior and apply meaningful design decisions."
Erin MaloneUnderstanding the past to prepare for the future
July 19, 2024
"Although I turned off the AI feature at Config, I started evaluation with security, privacy, and legal teams for governance."
Changying (Z) ZhengNavigating Innovation with Integrity
September 25, 2024
"Designers are often perceived as high risk to the business, which conflicts with healthcare’s safety-first mindset."
Carol MassaDesigning Health: Integrating Service Design, Technology, and Strategy to Transform Patient and Clinician Experiences
December 3, 2024
"If you feel uncomfortable or bullied, please let us know because it’s very important to keep the vibes positive."
Bria AlexanderOpening Remarks
October 3, 2023
"Bringing something to market quickly at scale is time-consuming and expensive—failing early is key to saving resources."
Mike OrenWhy Pharmaceutical's Research Model Should Replace Design Thinking
March 28, 2023
"Having a predictable cadence makes it way more useful for teams to contribute and benefit from rapid research."
Feleesha SterlingBuilding a Rapid Research Program
May 18, 2023
"You have to understand how the business actually makes money to align UX with it."
Amy MarquezINVEST: Discussion
June 15, 2018
"It is not our job to know all the answers, but to make sure the right questions are asked."
Jay BustamanteNavigating the Ethical Frontier: DesignOps Strategies for Responsible AI Innovation
October 2, 2023
"I message participants regularly during studies to reduce no-shows and troubleshoot any issues immediately."
Lily Aduana Savannah Hobbs Brittany Rutherford5 Reasons to Bring Your Recruiting in-House (and How To Do It)
March 12, 2021