The Art of Design Strategy: Tracing the Future of Design Innovation

© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2025

G. WongThe Art of Design StrategyDesign Thinkinghttps://doi.org/10.1007/979-8-8688-0552-3_9

9. Advocating for Design Across the Organization

Garkay Wong¹  

(1)

Berkeley, CA, USA

 

IBM has a long history of emphasizing the importance of design, following the principle that “good design is good business.” It’s an ethos that dates to Thomas Watson Jr. when he launched the company’s first corporate design program. Over the years, IBM invested heavily in design, hiring designers in droves. In 2016, the company trained over 100,000 employees in “design thinking,” ensuring the user experience is prioritized in every product decision. IBM’s Enterprise Design Thinking ...