
There is a surging demand for designers, particularly in Silicon Valley. More Fortune 500 companies are buying design firms than ever before. And designers are being hired by venture capital firms not to design logos, but to take part in the process of finding the best investments.
Why are designers so important? Why should you, if you’re a manager or entrepreneur or business owner seek to hire more designers? Here are a few reasons:
- Vision: Design is a process of having a vision for something that doesn’t yet exist and pulling it into reality. Designers have an amazing ability to see new ideas and try them out. Companies today need designers as a response to the world of rapid change and complexity. Organizations today need people who are able to see new ways of doing things, new concepts, new realities, and then be bold enough to try them out.
- Iterative: Design is an iterative process. It doesn’t seek to get the solution right the first time, rather it is a process of trying, failing, failing again until the solution emerges. Designers are trained to create a hundred thumbnail sketches for a single concept in only an hour. Their ability to create a concept, scratch it out and create a better one is important in a competitive marketplace that demands a perpetual stream of new ideas and solutions.
- Creativity: Designers have an amazing way to think outside the conventional. Whereas engineers like to work in structures, designers will often deconstruct restraining forces before coming to a solution. And contrary to builders who just need the drawings to build, designers know that for the drawings to be inspiring and lead to a user-friendly solution, there needs to be a process of play and trial and error.
- Not afraid to fail: Designers are used to failing all the time–it’s part of the iterative process of the work. A designer can recreate and recreate and recreate again. If something doesn’t work and a designer’s work is criticized, no problem: the designer will either keep iterating, or flat-out reject the criticism and continue on. Where ideas and solutions are demanded, you need people with thick creative skin who aren’t afraid to come out of left field and be critiqued for it.
- User Experience: Designers are all about user experience and finding solutions to problems. A designer seeks to make a current experience better, easier, more fluid, or to create something new to meet a particular demand. The iPhone came out of Steve Jobs’ disgust at how poor the user experience was for his mobile phone. People want products that respect them; that make it easy for them to use. Designers know how to do this.
- The world is designed: The modern world contains more human design than any other time in history. In fact, design makes designers of us all. To design means ‘to mark out’, which makes designers of all of us (Drink a bottled water to see what I mean). And because of this, you need people who understand the language of design and how to create things that stand out from the rest of the designed world.
- Integrators: Design is often an integrative art. A good designer can integrate a variety of styles and solutions and concepts into a single solution. Take Frank Lloyd Wright’s architecture: it was often a fusion of different styles and cultural expressions (Japan meets Bauhaus), but that’s what made his houses so rich and textured. In a fragmented world, you need designers who can integrate seemingly disconnected ideas and frameworks into an integrated whole.

