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
"Giving parents something meaningful to do during sessions helps keep them engaged and supportive."
Mila Kuznetsova Lucy DentonHow Lessons Learned from Our Youngest Users Can Help Us Evolve our Practices
March 9, 2022
"Design ops is a flexible and adaptable practice, meaning our goals and outcomes are usually more fluid than stable."
John Calhoun Rachel PosmanMeters, Miles, and Madness: New Frameworks to Measure the (Elusive) Value of DesignOps
September 24, 2024
"Performance reviews at HubSpot are ongoing conversations, not one big yearly event."
Libby MaurerTreating Diversity & Inclusion in Hiring as a Design Problem
December 5, 2019
"The title of the talk is a misnomer: this work isn't actually that fast and shouldn't be done without fear of consequences."
Kaitlin TaskerFast and Fearless Inclusive Research
March 27, 2023
"When you project Apple CarPlay, you are basically sending the device from your phone into the car, detaching from the native OS."
James RamptonThe Basics of Automotive UX & Why Phones Are a Part of That Future
July 25, 2024
"We organize our work around our life, instead of our life around our work."
Ana FerreiraDesigning Distributed: Leading Doist’s Fully Remote Design Team in Six Countries
January 8, 2024
"Changing branding and the look and feel should be possible with very quick and easy interactions, not taking another 10 weeks to customize."
George Abraham Stefan IvanovDesign Systems To-Go: Reimagining Developer Handoff, and Introducing App Builder (Part 2)
October 1, 2021
"If anyone’s pay goes up, we move the whole pay scale so equity and fairness are maintained by the entire team."
Chelsea MauldinLet's Talk About Money
November 17, 2022
"We didn’t want to be navel-gazy; we wanted to understand the value our teammates would find in a role like this."
Kristin SkinnerTheme 1 Intro
September 29, 2021
