Summary
In this talk, Phil and Nathan engage in a deep discussion about transforming corporate culture through design thinking and relationship-driven work, particularly within IBM. Phil shares his ongoing journey since 2010 in scaling design practices across a vast, distributed organization, emphasizing organic team-level adoption and executive support for designers. Nathan highlights the centrality of relationships and shared meaning in driving value, asserting that culture and innovation emerge from deliberate, sustained conversations and experiences rather than mere persuasion. Both speakers underscore the importance of listening deeply to individuals across silos and acknowledging the complex risk environment of organizations. The discussion reveals how design must not only speak the language of business but innovate it, balancing youthful openness with experience, and how successful change initiatives require finding allies, framing wins in business terms, and piloting safely to gradually shift mindsets. Practical tactics include ethnography on internal stakeholders, framing successes to evidence new possibilities, and reframing risk to enable experimentation. The speakers reflect on historical shifts that emphasized numbers over relationships and articulate a hopeful, adaptive approach to embedding design as a cultural craft in traditionally rigid business settings.
Key Insights
-
•
Design transformation in large companies like IBM succeeds when designers are embedded within business teams rather than centralized in studios.
-
•
Changing organizational culture is more effective through experiential learning and behavior change than through mere persuasion or theory.
-
•
Relationships are fundamental to innovation and culture, yet difficult to visualize and quantify within organizations.
-
•
Listening deeply and non-judgmentally to individuals at all levels enables building empathy and meaningful connections that foster change.
-
•
Risk-taking is essential for innovation, but organizations must balance it with risk management through dialogue and safe-to-fail experiments.
-
•
Embedding design at scale requires executive support with direct communication channels while enabling organic growth from the team level.
-
•
Meaning and identity in design add value especially when buyers and users differ, requiring research on both to align priorities.
-
•
Youthful openness to learning can be more valuable than years of experience when adopting new cultural approaches to design.
-
•
Framing design efforts in terms of existing business goals and language helps secure allies and advance cultural change.
-
•
Top-down mandates alone often fail to create lasting change; combining grassroots adoption with leadership support is more effective.
Notable Quotes
"It’s really about design doing, not just knowing the theory but acting and behaving differently."
"Without relationship, there is no value. You can’t have culture without relationships either."
"Every team that’s come into the program has self-selected in. They want in and are trying to do the right thing."
"A leader is someone who clearly communicates a vision that other people want to follow."
"The conversation about risk needs to shift to what’s the acceptable amount compared to the value of the opportunity."
"Listening deeply with no judgment allows you to start making profound invitations across silos."
"Most people don’t come to work to make their own life harder or work on a bad product."
"We rejected a studio model because designers should take business direction from the teams they’re embedded in."
"We’re building a program here that lasts through 2025 and 2030, so we can take risks on entry level folks."
"You have to speak the language of business and innovate that language to show what design can do together."
Or choose a question:
More Videos
"About 20% of users shown our Net Promoter Score survey provide written feedback that can be analyzed for improvements."
Alan Williams Rose DeebDesigning essential financial services for those in need
February 10, 2022
"If our public institutions cannot keep the promises they make to the most vulnerable, we might not deserve to solve some of the more existential crises."
Sha HwangThe Lost Year
June 11, 2021
"It's kind of like the Wild West in terms of educational opportunities for UX research."
Joseph Williams Nepani Birondo Matt Readman Allison NgoUnlocking impact and influence through inclusive hiring in research
December 16, 2021
"The stories you hear inside an organization are like its soul."
Laurent ChristophScale the impact of DesignOps in 3D: Diligence, Decision, Discipline
September 17, 2025
"If only thinking is living in an ego-driven fantasy and giving someone more power than they have."
Matt LeMayYou Don’t “Get” Anyone to Do Anything
December 6, 2022
"Research ops is definitely a role that handles managing the knowledge repository and taxonomy governance."
Tony TurnerCapturing Deep Insights
September 30, 2021
"Throwing a potluck sounds easy until you realize you don’t have a group that magically reads each other’s minds, resulting in a random table of snack foods."
Shawna Hein Kevin HoffmanCreate a Cohesive Civic Design Practice Across Agency, Vendors, and Contracts
November 17, 2022
"Design procurement itself can be designed to get the best responses through inclusive processes."
Ariel KennanTheme 2 Intro
December 9, 2021
"I promise you they did not get up one morning and think, ah, yes, what my team needs is design ops."
Amy Gawronski ZuccaroAdvice for DesignOps Employee #1
September 29, 2021
