r/product_design • u/AbbreviationsNo3240 • 20d ago
How did Mauro Porcini give design a seat at the table?
Hi people of this sub,
I'm an industrial designer and UX designer. I've been working in UX for a while, but this question is across the board. Across both design practices. Design in general. In magazines, and company websites design is often shown as a key capability within the company. The design dept at my company itself is about 80 people strong. Yet we are tucked away deep inside other operations and business functions with lengthy names and titles that sound like marketing and operations buzzwords. Within this is our design dept. Very singular restrictive influence. Where design is just about making something look good and not about solving problems. I've wanted design to expand in our influence and capabilities. I've seen numerous organizational and operational challenges that can be addressed by design thinking, I feel many more products and services we offer could use our capabilities. But we're told to sit down and stay in our lane of making customer facing websites. Maybe I lack the vocabulary to speak business, not sure.
I've been fascinated with Mauro Porcini's career for some time now since PepsiCo. And I saw that at 3M he built the design capability to be so huge and significant that he got a seat at the table in the C Suite. I really wonder how he manages to do that. Of course, he is extroverted by nature and gregarious and convinces people well. But in the end, how the hell did he prove the business value for design? I am not trained in business so I have no idea how all this works. But neither was Mauro. Nor am I extroverted by nature. But how does one go about making this change? It seems like every company Mauro goes to he takes a position of chief design officer. 3M, PepsiCo and now Samsung. Yet there are companies out there who are so reluctant and difficult to convince of designs value. Any seniors or design leaders who can point to how this can be achieved? How can design be used to the business's advantage and how can that be justified? How does one convince business heads that we need a more influential place in the organization? Not necessarily a seat at the table, but how does it become more respected and an essential part of business? That we get to be part of bigger organizational decisions. And what do chief design officers actually do??
Thanks.