A manifesto for moving beyond creativity
From designer to design leader: Embracing the evolution and unlocking the pathway to success
The role of a designer is constantly evolving, and as design becomes more integrated with business, designers are increasingly being called upon to lead teams and drive strategic initiatives. This presents an opportunity for designers to not only contribute their design skills but also to develop their leadership abilities and become design leaders.
Transitioning from a designer to a design leader requires a shift in mindset, as well as the development of new skills and competencies. It requires an understanding of the unique challenges that come with managing a design team and communicating with stakeholders, as well as the ability to build a strong team culture and lead by example.
I’ll try to provide you with my point of view on what it takes to become an effective design leader, as well as practical advice and actionable tips to help you navigate the transition and build a successful career in design leadership.
Let’s jump in.
Understanding the role of a design leader
As a designer, transitioning to a leadership role can be challenging. The skills required to be a successful leader are often different from those required to be a successful designer. However, by understanding the role of a design leader, you can begin to develop the skills and knowledge necessary to succeed in this challenging and rewarding position.
My most important function is serving and growing designers.
Anthony Armendariz | Head of Design at Funsize
The primary role of a design leader is to guide and support their team to create great design that aligns with the overall goals and objectives of the organization. Stepping into the shoes of a design leader is all about orchestrating a symphony of moving parts. We’re talking about managing and nurturing that design dream team, diving deep into collaborations with stakeholders to decode their needs and goals, and waving that design flag high as a vital business player.
This gig demands a versatile toolkit. You’re not just juggling design prowess — you’ve got to rock that leadership hat, master the art of strategic thinking, and dance the collaboration cha-cha. Oh, and let’s not forget, you’re always on that learning curve, absorbing new knowledge and sharpening your skills.
This role isn’t your run-of-the-mill gig. It’s a whirlwind of responsibilities, from mentoring to strategizing and beyond. But fear not because someone knows you have what it takes or you would not be there! Once you grasp the ropes and hone those skills, you’re set to embark on a journey that’s both exhilarating and gratifying. Designers, gear up —It’s a challenge worth conquering!
Creativity isn’t enough!
I know right, but let’s get brutally honest, shall we? Creativity is the bedrock of design, but it’s not a golden ticket to leadership stardom. We’ve got an overflowing sea of creative minds out there, each vying for a spotlight. You go this far because of your creativity but it’s time for some more.
So, what sets you apart?
It’s not just about crafting visually appealing masterpieces anymore; it’s about wielding creativity as a weapon of strategic brilliance. Think bigger than aesthetics. Think solutions. Think disruption. Think of the 1,000-foot view to see how every single piece actually comes together to create the whole.
In order to become that effective leader, Aarron Walter mentions that becoming an effective leader requires recognizing the need to develop a completely new set of core skills such as including how to: Build your team, Manage, Operationalize, Forge alliances, and Provide vision.
Shake off the artist’s cape, and don the captain’s hat!
Leadership isn’t about bossing people around or flaunting a corner office. It’s about the audacity to envision a future others can’t see yet. It’s about standing at the helm, steering the ship through uncharted waters, while your team watches in awe as you navigate with purpose. It’s standing behind your team and not in front of them showing off.
But remember, leadership isn’t bestowed; it’s earned through actions, not titles. So, don’t wait for permission to lead — just lead.
Embrace the uncomfortable, relinquish the familiar
Comfort zones? Leave those for the faint-hearted. The power of leadership lies in embracing the unknown, stomping through the territories of uncertainty, and turning discomfort into fuel.
It’s time to ditch the safety net of routine and dive headlong into uncharted territories. Real growth happens in the trenches of challenge, not in the lap of familiarity.
Don’t let imposter syndrome hit you in the face either. Use it to propel you and your new role forward. Impostor syndrome tends to intensify when we step outside our comfort zones. Boom. This is the magical word — comfort zone.
Overcoming impostor syndrome as an emerging leader is normal but you got here for a reason. Heather Cherry explains that you should recognize your achievements and that you must remember you are an authority, not an expert.
Is it discomforting and hard?
F*$k yeah!
Is it nerve-wracking?
100000% it is.
You got this.
👉 (Read more on How impostor syndrome can be a catalyst for success.)
Make waves, not ripples
Sure, ripples are cute, but they fade faster than yesterday’s news. Leadership is about creating waves that ripple across industries, leaving a trail of transformation in their wake. The big brands and giants of industry didn’t get there by playing it safe or sticking to norms. They shook things up, they defied expectations, and they roared like lions in a world of sheep.
We’re not talking about turning the company upside down in a week — nobody’s got that superpower. Instead, set your sights on those little victories that pack a punch. Gradually, those small wins will build up, and guess what? You and the squad will be walking taller, brimming with confidence in your skills. It’s all about the long game, my friends.
Create the conditions for success and your team will perform.
Leaders establish a strategic roadmap, adeptly convey it, synchronize both personnel and resources in support of the strategy, and invigorate the organization to function harmoniously as a unified entity. This cohesion ensures that individuals, teams, and business segments comprehend their respective roles and responsibilities, fostering seamless collaboration and synergy.
Mentorship
Elevate others as you rise. The best leaders stand behind their team. They bring them up. Embrace mentorship as a fundamental tool for positive change, fostering growth, and cultivating a community of empowered individuals.
Leadership isn’t about hoarding knowledge — it’s about sharing it. As you rise, lift others up with you. Mentorship isn’t a favor; it’s a responsibility. The true measure of your success as a leader isn’t just in the projects you’ve led, but in the lives you’ve impacted. The leaders who leave a legacy are the ones who empower others to break their own barriers.
Designers are smart — they are hired because they solve problems. Mentor them but don’t prescribe to them what you want.
The smartest leaders know that they don’t know everything — Michelle Chu
Your trajectory is a testament to your dedication and expertise, but true leadership goes beyond personal achievements. It’s about recognizing the potential in others and creating an environment where their aspirations can flourish. Through guidance, encouragement, and knowledge sharing, you have the power to shape future leaders and leave a lasting impact.
Let your journey inspire others to reach for the stars.
Designers now have a seat at the table
Oh, you’ve heard this saying a gazillion times, right? But let’s break it down, my friends. Truth is, most of us didn’t graduate from the school of management or sport a business degree. Nope, we’re all just winging it as we navigate the twists and turns of the journey.
There’s been a notable emphasis on the fact that many effective design leaders are different than more traditional leaders as they move away from the conventional top-down leadership approach. Instead, they’re adopting a more collaborative style that encourages active participation.
Designers being designers.
Amy Schroeder wrote a great article in which she summarized eight critical skills and abilities of design leaders:
1. Ability to trust
2. Asker of big questions
3. Humility
4. Empathetic emotional intelligence
5. Transparent communication
6. Future-focused
7. Willingness to learn from everywhere
8. Visionary thinking
All these won’t come naturally overnight. Progress over perfection.
Get in beneath the surface
It’s fascinating how those underlying leadership qualities come into play. We’re talking about a person’s unique abilities and personal traits, including the way they roll — their behavior, characteristics, and the style they rock. And guess what? These factors, especially when things are all twisty and turny, take the front seat as predictors of success.
But hold on a sec, let’s zoom in on the human side of the biz world. People with traditional leadership styles are fixated on strategies, the digits, and what comes out of it all (output & outcome), but we’re kinda skipping over the human touch… which is actually really important.
It’s like this: You have to kick it off with some genuine empathy for the folks you’re working with. There is a human pushing pixels around before there are results. 🫶
That’s the spark that lights the trust fire. And you know what else? You’ve gotta lay it all on the table — show your vulnerable side to your team. When you do that, and you do it really, it’s like magic. It’s about forging a real, unfiltered bond with your team. And let me tell you, my friends, when that clicks, your company’s performance kicks into high gear. It’s a win-win game-changer.
Closer, more proactive communication helps drive alignment and builds trust. Share and reinforce your mission statement with your team — “We’re all in this together. By being transparent and listening as a human, your team will move faster and be more adaptable than they previously thought possible.
Build a deeper more trustworthy leadership style.
Spencer Stuart explores in their article (Going Deeper: Why the Future of Leadership is Beneath the Surface) the concept of leadership in a deeper and more holistic way. They indicate that the future of leadership requires looking beyond surface-level traits and characteristics and delving into the inner aspects of leadership.
- Individual: From Career & capabilities to Capacity & character.
- Team: From Composition & formal objectives to Capacity & character
- Organization: From strategy & structure to Purpose & culture
Let me break it down for you. If you’re looking to inject some adaptability juice into your team, be human. Start by firing up that inspiration and getting everyone on board through purpose, values, and culture.
Get to know your team. Really get to know them personally.
These are the guiding stars that shape how folks act and decide stuff, in a way that’s not set in stone but bendy enough to tackle change head-on.
But hold up, here’s the real kicker. When we’re talking systems, remember that everything’s linked up and constantly shifting. It’s like this intricate dance between individuals, teams, and the whole shebang of the organizational landscape they move in. It’s like a dynamic web where every move affects the next one. So, keep your eyes on that bigger picture, my friends. It’s all a harmonious rhythm of interconnected decisions and evolving environments.
Communicating with stakeholders
As you rock that design leader hat, nailing the art of communication with stakeholders is the secret sauce. Whether you’re dealing with your higher-ups, your awesome team players, or those oh-so-important clients, forging solid relationships is the name of the game. Why? Because these relationships are the fuel propelling those victorious business wins.
- Listen first, speak later
- Be transparent and honest
- Speak their language
- Align design goals with business outcomes
- Be proactive in communicating updates
- Create a culture of collaboration
“Think about the way you’ll communicate, not what you’ll present.”
As Jonathan Weber explains in his Invision article, design communication isn’t a skill that comes easily or quickly. While some individuals may naturally possess strong communication skills, for many designers, it is a skill that requires deliberate practice and continuous improvement.
Effective communication with stakeholders is essential to building strong relationships and driving successful business outcomes. By listening actively, being transparent and honest, speaking their language, aligning design goals with business outcomes, being proactive in communicating updates, and creating a culture of collaboration, you can establish yourself as a trusted design leader and drive success for your team and organization.
Leading by example
Leading by example is a powerful cornerstone of effective leadership. It’s not about telling others what to do; it’s about showing them through your actions. When you lead by example, you set the standard for behavior, work ethic, and values within your team or organization.
Your actions speak louder than words:
- ✅ If you expect your team to be punctual, you arrive early.
- ✅ If you advocate for open communication, you actively listen and engage with your team members
- ✅ If you prioritize quality, you meticulously review and refine your work.
It’s all about practicing what you preach. When you keep walking the talk, you’re planting the seeds for a culture that screams respect, accountability, and top-notch excellence.
MasterClass explains that adopting this style of leadership can yield several benefits for good leaders:
- Boosted morale
- Enhanced trust
- Increased productivity
- Training opportunities
Leading by example also builds trust and credibility. I’ve always been a big fan of rolling up my sleeves and working alongside the team… even when it was not part of the original deal. Joel Grenier is the first leader I noticed doing this and it inspired me to follow suit. He was not afraid to stay up working alongside us during these 3 a.m. working sessions to win a new customer.
When you weave that camaraderie magic, your team’s gonna be tighter than a drum. And get this, when you wear your transparency and authenticity on your sleeve, it’s like rolling out the welcome mat for ideas and concerns. Your crew knows you’re not just a leader but a buddy they can shoot the breeze with — open, approachable, and all ears.
Shifting gears from being a designer to owning that design leader spotlight isn’t a walk in the park, but let me tell you, it’s totally doable. You’ve got this! 🙌
So, here’s the lowdown: It’s all about fine-tuning that mindset, polishing up those skills, and giving it your all. You’re pivoting from crafting designs individually to orchestrating a symphony of team dynamics and project management. And guess what? You’ve got to master the art of stakeholder jive and lead the way by rolling up those sleeves and setting the example.
Let’s break it down further. First off, you’re sculpting that go-getter attitude that screams “I’m a design leader, and I’m here to conquer.” Then, you’re curating a design dream team that’s as dynamic as a whirlwind. Think efficient project management and process wizardry — these will be your secret weapons. But hold on tight, we’re not done yet. Your communication skills? They need to be on point, syncing with stakeholders in a way that’s like music to their ears.
Now, here’s the grand finale: You’re not just pushing past creativity, you’re catapulting yourself into the realm of fearless leadership. The world out there? It’s ready and waiting. And guess what? You’re more than ready to seize it, to make waves that echo far beyond creativity itself. So go on, let’s take it by storm!
Don’t just move beyond creativity — propel yourself into the realm of audacious leadership. The world is waiting, and I know you’re more than ready to take it by storm.
👉 Do you agree?
Managers, leaders, designers, and principal designers, what’s your take?
References and other articles to help you transition better:
- https://uxdesign.cc/the-intrepid-path-to-design-leadership-178cd5b4cf68
- https://www.invisionapp.com/inside-design/transition-to-design-leader/
- https://www.inc.com/larry-robertson/if-creativity-is-so-vital-to-leadership-why-do-we-keep-ignoring-3-simple-features-that-make-it-work.html
- https://www.invisionapp.com/inside-design/design-mentorship/
- https://hbr.org/2020/08/what-efficient-mentorship-looks-like
I’m a Design Principal & Creative Director, a Web3, and an investment enthusiast. I write about design, skills, careers, and systems. I’m all ears for your take on anything design or, feel free to connect with him on Linkedin.
