Why forward-looking organizations apply a design lens

In too many organizations, design is treated as a downstream function or even a cost center. In the best case, it’s a nice-to-have that is applied to refine or beautify after strategy is set, budgets are approved, and decisions are largely already locked. It could be used to communicate strategic choices made earlier in the innovation or creation process. Perhaps it is leveraged in the sales and business development process. 

Yet the world’s most forward-looking organizations do the opposite: They start with design. 

To begin, let’s establish the fact that I do not believe design is about aesthetics or brand polish. Design is a strategic lens—a way of seeing systems, solving problems, anticipating consequences, gleaning insights, and making decisions to ensure better outcomes for all stakeholders. 

As a function truly custom-built to navigate complexity, design trains its practitioners to synthesize competing inputs. It translates abstract goals into tangible outcomes and considers the needs of diverse user groups. When applied strategically, design insights become a powerful perspective for organizational and strategic decision-making. 

Embedded early enough, design can shape not only what an organization produces, but how it thinks. A design-led way of considering business and user challenges asks different questions: Who are we building for? Where are we creating friction vs. help? What assumptions are we carrying forward simply because they’re familiar? What happens down the road as a result of our decisions? How are we positively contributing to the world or causing harm?  

DESIGN PROBLEMS IN DISGUISE 

Take a minute to consider how many business challenges are actually design problems in disguise: brand confidence, customer trust, supply chain resilience, and employee wellbeing, as examples. These are largely systemic issues that can’t be solved through optimization alone; instead they require a strategic reframing of the problem and a reconsideration of the fundamentals. Design is as effective at shaping systems as it is at crafting end products.   

One powerful example comes from Apple, arguably the world’s most influential technology company. When Apple decided to move its Macintosh platform off Intel processors and design its own chips, it wasn’t a styling decision or even a pure engineering upgrade; it was a systems-driven design move. 

Apple used design insight to reframe the problem. Instead of asking, “How do we make faster laptops within existing constraints?” the company stepped back and posed a deeper question: “What would computing look like if hardware and software were created as parts of a single, unified system?” 

That shift changed where decisions were made. Design moved upstream, shaping technical architecture rather than reacting to it. Performance improvements were considered alongside energy efficiency. Longevity became a design principle, not an afterthought. Accessibility and sustainability were built into the foundation. Developer tools and workflows evolved in parallel with the hardware. 

The result was not merely thinner devices or higher benchmark scores. Apple introduced a different model of computing—one defined by quiet operation, extended product life, reduced power demands, and intuitive interfaces. Experiences felt cohesive across platforms. Over time, this integrated approach fostered a level of consumer loyalty that competitors struggled to match. 

REDESIGN THE SYSTEMS THEMSELVES  

One could argue that Tesla sought to do the same by building its own support infrastructure for electric vehicle charging across the U.S. and world. It didn’t work out according to plan, but the idea was revolutionary and design-driven from the start.  

Certainly, the folks at Ellen MacArthur Foundation, and other leaders of the circular economy movement see everything through a systemic design lens. They know that the only way we can achieve reusability, recyclability, and repairability at scale is by designing smart systems that can be adopted by companies and countries alike.     

None of this is optimization. It is the redesign of our systems themselves, in a way that better aligns user experience and business strategy. It can also adopt environmental goals and brand excellence from the outset. 

Systemic changes like this are not easy and require a mindset shift at the leadership level. Design insight must be invited into executive conversations about risk, reward, growth, and investment—not only marketing and innovation. Design must be trusted as a vital form of intelligence, not a pretty window dressing. Designers themselves also need real authority. That begins with a seat at the table, but it does not end there. They must be fluent in the language of business so they can advocate effectively for their insights, support their teams, and champion human-centered outcomes in strategic and financial discussions. 

When business and design work together in this way, design becomes a bridge. It connects strategy to execution and links intention with the systems that bring it to life. Values are no longer abstract statements; they are translated into everyday operations and concrete tactics.   

The impact extends beyond better products or more engaged users. Organizations gain clearer decision-making and build systems that can adapt over time. Strategies become more durable because they are grounded in real human needs. Cross-disciplinary collaboration improves. In this environment, design insight is not about aesthetics—or certainly not ONLY about aesthetics. Design shapes outcomes from the outset and creates value for stakeholders across the board. 

In times of large-scale uncertainty, the design lens is especially helpful. By its fundamental nature, design looks to the future, combining evidence with intuition, and engineering with imagination. In a world where the only constant is change, businesses don’t just need short-term answers; they need better ways of seeing and solving problems. Design used strategically does exactly this.  

Lisa Gralnek is global head of sustainability and impact for iF Design, managing director of iF Design USA Inc., and creator/host of the podcast, FUTURE OF XYZ.