From Cost Center to Strategic Asset: Redefining the Role of Design

The debate will be centered around how design functions within organizations are frequently misperceived as mere execution hubs rather than strategic partners. Paul Strike (and) will share insights from his extensive experience in high-level design leadership, emphasizing the misalignment between business expectations and design capabilities. They will discuss the impact of limited business sponsorship and how this fuels a reactive, output-focused culture.

Defining the Value of Design Beyond Aesthetics:
The problematic perception of designers as "screen producers" and how to reshape this view.
Balancing Strategy and Execution:
Why design teams must operate at dual altitudes—strategic and tactical—and the implications for leadership.
Cultural and Capability Investments:
Highlighting the necessity of business-sponsored design functions for strategic involvement and sustainable growth.
Navigating the Leadership Gap:
Addressing the industry-wide leadership deficit and its effect on design transformation efforts.
Takeaways:

• Actionable strategies for aligning design initiatives with broader business objectives.
• Insights on fostering a culture that champions design as a critical business function.
• Real-life lessons from navigating complex organizational challenges in top-tier firms.