DAVID BUTLER

December 12, 2024

Is Design Dying in the C-Suite?

I believe it is. And here’s why.

Think of three companies today that are genuinely “design-driven.” Are there modern equivalents of the Steve Jobs–Jony Ive partnership, where design is strategically being used to change lives on a transformational scale? And if you think so, ask yourself: is the design leader in those companies female or a person of color? And lastly, is the role of design and it's leader evolving into a more critical, and strategic role comparable to today’s CTOs, CIOs, and CFOs?

The answer is often no.

But I belive it's time for change. The world has shifted dramatically over the past decade—and design must evolve with it. It’s time to reimagine and restart design within Fortune 500 companies.

But before imaging the future, let’s rewind.

In 2004, I received a call from a headhunter about Coca-Cola’s first-ever design leadership role. As I navigated the gauntlet of interviews, I repeatedly asked two questions: “How do you define design?” and “What would the head of design do?”

At the time, design leadership inside Fortune 500 companies was almost non-existent. Claudia Kotchka at Procter & Gamble and Jony Ive at Apple were the only role models I knew—each leading in entirely different contexts. There was no blueprint, no training program, no precedent for what a design leader could or should do.

After accepting the role, reality sank in. Leading design across a global system spanning 207 countries, over 200 brands, and a $98 billion market cap demanded systemic change. I realized that to drive impact at scale, design had to connect deeply to the company’s power structures—its vision, strategy, and leadership.

To lead design effectively, I also knew the term “design” itself had to be redefined.

Like other CPG companies, at Coca-Cola, “design” was often confined to packaging aesthetics. That definition was too narrow. Design needed to be seen as a strategic lever—one that could influence every facet of the business, from brand-building to operational efficiencies and much needed innovation.

With the help and support of extraordinary people across the company and around the world, we redefined design, elevated its role in the organization, and aligned it with the Coke's long-term vision. By the time I left in 2017, the company was on track to double its value over the decade.

These questions drove the creation of "The Future of...Design" conference. In late 2023, Fred Richards, John Gleason, and I reflected on the state of design within large organizations--from leaders inside to the agencies who support them. We realized no one was addressing this head-on. So, we decided to try to get design leaders, business leaders, agency leaders—as many leaders as possible—into a room to open up, get real and change things.

Yet here we are, in 2024, questioning if design is losing its way. Is it too late to reverse the decline? Can design regain its seat at the leadership table?

Imagine how big this could be?

Imagine if more companies used design to strategically build culturally iconic brands? Imagine if design was once again the catalyst for breakthrough innovation? And what if we could truly deliver on design's ability to holistically solve problems across geographies, business units and disciplines?

We are the people we've been waiting for.

Let's do this!

— David Butler