The weakness of the Design discipline is affecting business

Design is caught in a vicious circle and it affects business.

Because CEOs and business owners often don’t understand how it benefits them directly.

Because too many designers lack the mindset to move beyond craft and influence business decisions.

And when design finally reaches the C-suite, empty talk is too often mistaken for substance: making it visible but not influential.

That’s why design needs to be redefined: not its craft, but its leadership layer.
Not for ourselves, but for a more sustainable business future.