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
"The viruses don't discriminate based on race, but our healthcare system does."
Megan CamposWhat Did I Miss? The Hidden Costs of Deprioritizing Diversity in User Research
March 12, 2021
"Design for Evil by Chris Nodder is a great resource to understand how behavioral design can be misused, sometimes very subtly."
Amy BucherHarnessing behavioral science to uncover deeper truths
March 12, 2025
"There are professional standards and human standards in place; we need to treat each other kindly."
Uday Gajendar Louis RosenfeldDay 1 Welcome
June 4, 2024
"Embedding health education standards in the program became our KPIs for the entire project."
JD BuckleyCommunicating the ROI of UX within a large enterprise and out on the streets
June 14, 2018
"Go find a partner in Ops who has a passion for operations and pain points of inefficiency, then build something great together."
Sarah Sgarlato Pierini Kevin NewtonFrom Passion to Execution: A Story of Evolving Research Maturity at LinkedIn
September 9, 2022
"It’s more dangerous to do nothing than to do something that’s not super perfect to start."
Bob Baxley Sara Asche Anderson Sharon Bautista Frank Duran Jamie Kaspszak Abbey Smalley Sylas SouzaTheme 4: Discussion
January 8, 2024
"Balancing risk and confidence helps teams move at the right speed for the right decisions."
Sean McKayCoexisting with non-researchers: Practical strategies for a democratized research future
March 11, 2025
"Winning my next client, my next project, my next design award was once all I cared about. Now, it’s about building equity and shared success."
Frances YllanaDesignOps–Leading the Path to Parity
April 27, 2023
"A strong case highlighting cost savings and efficiencies makes procurement conversations easier."
Ned Dwyer Jadyn AguilarThe Future of DesignOps is Tool Consolidation
September 23, 2024
