Over the past few years, I’ve coached dozens of design leaders—from newly promoted heads of design to seasoned VPs across a mix of fast-growing startups and more established brands. Different industries. Different team dynamics. But time and again, the same patterns emerge.
One of the most common mistakes I see founders make is thinking about design too late. They’ll bring in a designer to “make things look nice” after the product is built—when the features are locked in, the UX is baked, and the real strategic decisions have already been made.
Design is changing. Fast.
AI is transforming the way we work — automating production, collapsing handoffs, and enabling non-designers to ship work that once required a full design team. Like it or not, we’re heading into a world where many design tasks will no longer need a designer.
If that fills you with unease, you’re not alone. But here’s the key difference between teams that will thrive and those that won’t:
Some design leaders are taking control of the narrative. Others are waiting to be told what’s next.
Over the past year, I’ve heard more and more founders and design leaders tell eerily similar stories:
When pilots call up air traffic control (ATC), they don’t just announce their presence—they request a specific level of service based on their needs. For small aircraft, this often starts with a basic service, where controllers keep track of the flight and notify emergency services if something goes wrong. If pilots need more, they can ask for a traffic service, where ATC provides warnings about nearby aircraft. For even greater support, there’s a deconfliction service, where controllers actively give instructions to help pilots avoid collisions.
This structured approach got me thinking: Should design teams operate in a similar way?
At some stage in your design career, you may find yourself at a bit of a crossroads. One path is the path of the craftsperson; a path you’re very experienced and comfortable with. Down the other path is the lure of management, and all the power and riches that entails.