As a design leadership coach, I’ve spent years helping talented designers navigate the messy, ambiguous world of business. One theme I keep seeing — sometimes subtly, sometimes not — is how easy it is to fall into an unhelpful mindset when collaboration gets hard.
In 1999, James Dyson made a controversial decision.
After a decade of painstaking invention and a wildly successful UK launch, Dyson—the man and the company—relocated vacuum cleaner manufacturing from Wiltshire, England, to Malaysia. The move provoked public outcry. How could a proudly British inventor, one who’d made a name railing against poor design and shoddy performance, outsource to Asia?
In 1950s post-war America, an advertising executive named Rosser Reeves proposed a simple formula: you could have it fast, cheap, or good — but only two at a time. This “Project Management Triangle” quickly became corporate gospel, the kind of phrase you’d find taped to the side of a developer’s monitor or printed on a mug in a product manager’s cupboard. It was neat. It was true. And like most good slogans, it masked a deeper, more complex story.
In any fast-moving product team, there’s a familiar pattern. A confident roadmap is shared. Timelines are tight but “doable.” Enthusiasm is high. Then, just as the meeting is wrapping up, a designer tentatively raises a hand and asks:“Have we thought about what happens if…?”
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.
I recently watched a demo of a new AI-enabled recruitment tool. It used a synthetic avatar and voice to run a mock Zoom interview with a designer. Technically? Very slick. But something about the experience left me uneasy.
And no, it wasn’t the AI.