• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup

2

Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock

3

Current price of oil as of June 23, 2026

1

After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup

2

Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock

3

Current price of oil as of June 23, 2026
Brainstorm Design

If You Don’t Embrace Design as a CEO, You Risk Becoming a Dinosaur

By
Robert Horn
Robert Horn
Down Arrow Button Icon
By
Robert Horn
Robert Horn
Down Arrow Button Icon
March 7, 2018, 10:52 PM ET
Fortune Brainstorm Design 2018
040 Fortune Brainstorm Design 2018 Thursday, March 8th, 2018 Singapore 8:30 - 9:45 MORNING SESSIONS (Choose 1 of 3) LEADERSHIP X DESIGN Great leaders need great design. How can business leaders understand and apply the methods of designers that have become indispensable for leading large organizations in the modern age? We’ll discuss how best to engage design and designers to drive innovation in business operations, strategy, and culture. Christian Bason, Chief Executive Officer, Danish Design Centre Maria Giudice, Design Leader and Co-author, Rise of the DEO: Leadership by Design Rosanne Somerson, President, Rhode Island School of Design Sam Yen, Managing Director, SAP Labs Silicon Valley and Chief Design Officer, SAP Moderator: Norman Pearlstine, Senior Advisor, Brainstorm Design, and Former Editor-in-Chief and Vice Chairman, Time Inc. Photograph by Stefen Chow/FortuneStefen Chow/Fortune
Add Fortune on Google for similar content.

Leaders today are faced with a simple yet daunting choice: embrace design, and ensure their organizations will thrive in age of disruption, or resist change and become a dinosaur destined for extinction.

That was the message from a panel of designers, educators, researchers and executives at the Brainstorm Design conference in Singapore on Thursday, in a discussion on how leaders can incorporate design into their management, and how designers can influence, or become, the leaders that organizations need.

“There is a sense of urgency, even desperation, among chief executive officers that unless they can navigate disruption and change, they will no longer be relevant,’’ said Sam Yen, managing director of SAP Labs in Silicon Valley and the company’s chief design officer. A recent survey, he said, showed that “72% of global CEOs of large organizations feel that the next three years will be more critical to the future of their companies than the last 50 years. But only 5% of them feel they are ready to deal with that.”

“The notion of change is terrifying to most leaders of organizations. They see change as loss,’’ said Rosanne Somerson, president of the Rhode Island School of Design. But design, she added, “creates pathways” for people to help manage change.

While many policymakers have been promoting STEM education (science, technology, engineering and math), Somerson has been championing STEAM education, adding the ‘A’ of the arts to the mix. Combining art and design training alongside technology disciplines such as math and engineering creates designers who can have the greatest impact on world-changing innovations, she believes.

According to Christian Bason — CEO of the Danish Design Center and author of seven books on design, innovation and management — “Managers are either decision makers or future makers.” He sees managers who adopt a designing attitude as creators of meaningful change. They challenge assumptions, leverage empathy, navigate the unknowns, and insist on creating outcomes where everybody wins, he says.

The Danish Design Center recently surveyed 800 Danish companies and nearly 75 percent said that the use of design in their company has a positive impact on their bottom line.

Equally important, designers get things done, said Maria Guidance, co-author of The Rise of the DEO: Leadership by Design. Enlightened leaders, she said, are change makers, risk takers, and have emotional intelligence. “They are divergent in thinking, but at the end of the day they execute. These are qualities that designers possess. These are no longer design qualities but leadership qualities. And CEOs must possess them in the modern world,” Giudice said.

To get leaders to overcome their fear of radical change, Somerson said, it’s important to pilot new ideas, approaches and processes to show how they can work. And, all the panelists agreed, designers need to learn to speak the language of business and CEOs if they want to be heard and influential in the executive suite.

One of the most important and promising changes taking place is that designers are beginning to stake out such spaces. “CEOs need to become designers, and designers can move up in the business world,’’ said Guidice.

For more coverage of Brainstorm Design, click here.

About the Author
By Robert Horn
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

The founding team at Seltz, a startup trying to reinvent web search for AI agents, pose for a group photo with San Francisco's Golden Gate Bridge in the background.
Startups & VentureVenture Capital
Exclusive: Seltz, a startup rebuilding web search for AI agents, raises $12.5 million in seed funding
By Jeremy KahnJune 24, 2026
7 minutes ago
U.S. President Donald Trump winks during an executive order signing event in the Oval Office of the White House on June 22, 2026 in Washington, DC.
EconomyOil
Trump claims consumers are being ‘gouged’ by gas companies and orders DOJ price probe, as Bessent warns U.S. must avoid ‘foreign chokepoints’
By Eleanor PringleJune 24, 2026
24 minutes ago
Sarah Youngwood, EVP and CFO at Nasdaq.
C-SuiteFinance
Inside Nasdaq CFO Sarah Youngwood’s AI playbook
By Sheryl EstradaJune 24, 2026
37 minutes ago
Top CD rates today, June 24, 2026: Lock in up to up to 4.40%
Personal FinanceCertificates of Deposit (CDs)
Top CD rates today, June 24, 2026: Lock in up to up to 4.40%
By Glen Luke FlanaganJune 24, 2026
1 hour ago
Today’s top high-yield savings rates: Up to 5.00% on June 24, 2026
Personal FinanceSavings accounts
Today’s top high-yield savings rates: Up to 5.00% on June 24, 2026
By Glen Luke FlanaganJune 24, 2026
1 hour ago
As mega-funds grab 72% of all capital raised, the gap between VC’s haves and have-nots keeps widening
NewslettersTerm Sheet
As mega-funds grab 72% of all capital raised, the gap between VC’s haves and have-nots keeps widening
By Allie GarfinkleJune 24, 2026
1 hour ago

Most Popular

After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup
Success
After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup
By Orianna Rosa RoyleJune 23, 2026
23 hours ago
Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock
Banking
Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock
By Jim EdwardsJune 23, 2026
1 day ago
Current price of oil as of June 23, 2026
Personal Finance
Current price of oil as of June 23, 2026
By Joseph HostetlerJune 23, 2026
22 hours ago
Meet the 2 men putting New York's $300 billion pension fund in play for the first time in 20 years
Investing
Meet the 2 men putting New York's $300 billion pension fund in play for the first time in 20 years
By Nick LichtenbergJune 22, 2026
2 days ago
Texas and Charlotte used to build huge McMansions—now they're copying the California design tricks they once mocked
Real Estate
Texas and Charlotte used to build huge McMansions—now they're copying the California design tricks they once mocked
By Sydney LakeJune 22, 2026
2 days ago
Former U.S. Secret Service agent says bringing your authentic self to work stifles teamwork: 'You don’t get high performers, you get sloppiness'
Success
Former U.S. Secret Service agent says bringing your authentic self to work stifles teamwork: 'You don’t get high performers, you get sloppiness'
By Sydney LakeJune 21, 2026
3 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.