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
"Moment prisons are moments in time that have defined us but also trap us through definitions, concepts, metaphors, and dogmas."
Jon FukudaTheme One Intro
October 2, 2023
"The product is the reflection of how well teams communicate. Without clear communication, success is impossible."
Mitchell BernsteinOrganizing Chaos: How IBM is Defining Design Systems with Sketch for an Ever-Changing AI Landscape
September 29, 2021
"The DEO looks at all business problems as design problems, solvable through creativity, imagination, and metrics."
Maria GiudiceEmpowering change: Reigniting purpose, passion and impact in research
March 13, 2025
"If you want access to those names, you got to come through us and show your research plan, which helped us ensure quality."
Megan BlockerA Selectively Scrappy Approach to ResearchOps
November 8, 2018
"Service design is not only supporting but leading – it’s about having opinion and data to lead change."
Ben Reason Aline Horta Majid Iqbal Fabiano LeoniMaking the system visible: The fastest path to better decisions
November 20, 2025
"It can be really hard to tell what is AI and what isn’t, and your average user may not know the difference."
Clara Kliman-SilverUX Futures: The Role of Artificial Intelligence in Design
June 7, 2023
"Only when we translate our success into the company’s language can we really quantify our contribution to overall strategy."
Gonzalo GoyanesDesign ROI: Cover a Little, Get a Lot
September 8, 2022
"Multilingual embedding models can cluster similar meanings across languages in a shared latent space."
Ian JohnsonLatent Scope: Finding structure in unstructured data
June 11, 2025
"Being transparent and walking stakeholders through our process creates moments for reflection and keeps the whole team aligned."
Lisa Spitz Nikki BrandBuilding Trust Through Equitable Research Practices
November 18, 2022
