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
"My husband told me to Pace and Brace—I was pushing too hard and burnt out within a year and a half."
Louis Rosenfeld Lashanda Hodge Senongo Akpem Chris HodowanecBecoming a Civic Designer: Making the Move from Private to Public Sector
November 17, 2022
"We used virtual sketching where users could move components into spaces representing their actual workflows on the platform."
Andreas Huebner Amy Takata Craig BrookesWhat Is It Like To Be Part of The UX Team at Compass?
March 11, 2021
"Find out what motivates your engineering partners and tie your project goals to that motivation."
Dawn ResselFull-Stack User Experiences: A Marriage of Design and Technology
June 9, 2016
"Sometimes we had to add bus lines simply because some tools couldn’t fit into the existing grid."
JP Allen Holly HoldenNavigating the UX Tools Landscape
October 1, 2021
"Increasing coordinated collaboration increased our service capacity by 200%."
Gina Mendolia Jasmine ToyCoordinated collaboration: a Service Design & DesignOps love story
November 19, 2025
"You have to make everything easily accessible; friction drives customers away."
Erin WeigelReal-world lessons to improve your conversion rates
June 26, 2024
"Excel is great, but it’s not scalable when managing design operations at scale."
Farid SabitovTheme Four Intro
September 9, 2022
"If we think about accelerating learning velocity, it's about creating specific altitudes of research questions to answer for the organization."
Jen Cardello Dr. Shadi Janansefat Alex WrightCurating insight: Strategies for integrating knowledge across research functions
March 11, 2025
"AI can act like a super eager intern who's very confident but sometimes gets things wrong."
Shipra Kayan Robert Kortenoeven Eileen TangEmerging principles for using AI in Design: What the product design team at Miro has learned from deeply integrating AI in their workflow
June 11, 2025