Summary
After years leading design at Google, ServiceNow, and Cisco, Greg Petroff made a bold move—leaving Silicon Valley for Sonoma County and traditional corporate leadership for fractional executive work. Now building two consulting practices while serving as fractional CDO for a fintech startup, Greg embodies what he calls being a “possibilitarian”—seeing opportunity in moments of change. We’ll explore his transition to the emerging world of fractional leadership and how he’s helping organizations navigate our AI-infused moment
Upcoming events
Scale the impact of DesignOps in 3D: Diligence, Decision, Discipline
Exit Interview #1: Greg Petroff: From Silicon Valley Executive to Sonoma County Possibilitarian
Practical DesignOps: From Ideas to Tools That Teams Actually Use
Building a Design Ops Practice that Really Works (Most of the Time)
More Videos
"Design managers make things go; they’re the GPS of the design organization."
Kristin SkinnerOpening Keynote: Org Design for Design Orgs
November 6, 2017
"Cutting down on the analysis time was huge for us, speeding up speed to insight significantly."
Taylor Jennings Joe Nelson Alex KnollRepository Retrospective: Learnings from Introducing a Central Place for UX Research
March 9, 2022
"We need secure defaults that protect users out of the box without them having to figure it out."
Heidi TrostWhen AI Becomes the User’s Point Person—and Point of Failure
August 7, 2025
"It’s important to create a sincere environment where everyone feels they can equally participate, regardless of title or skill level."
Anne MamaghaniHow Your Organization's Generative Workshops Are Probably Going Wrong and How to Get Them Right
March 28, 2023
"Establish a design system council where all stakeholders gather regularly to maintain and evolve the system."
Jaime CreixemsBest Practices when Creating and Maintaining a Design System
June 7, 2023
"Community building has been happening for millions of years—there are patterns we can learn from."
Jacqui FreyFlow and Superfluidity for Design Orgs
November 7, 2018
"Experimentation gives us the permission to innovate and is in fact an invitation to innovate."
Changying (Z) ZhengNavigating Innovation with Integrity
September 25, 2024
"Visualizing data in a way executives can interpret is key to shifting from I think to I know."
Steve Portigal Chris Chapo Kelly Goto Christian RohrerDiscussion
May 13, 2015
"I felt on edge and physically depleted after our interactions."
Darian DavisLessons from a Toxic Work Relationship
January 8, 2024
