Unpopular opinion: You don't need to prove the business value of design. Making this connection more visible in your organization – yes, proving – not.

I think a lot how we've normalized designers having to sell on their value. And the more I think about it, the more it seems like this confusion is a reflection of our own.

When getting into design, I was often told to prove my value as someone who can see beyond visuals. No wonder designers develop an inferiority complex due to the specificity of their role.

Companies we know and love – Airbnb, Netflix, Squarespace – are already using system-wide design thinking, finding levers to drive massive growth.

We don’t need more conversations about the value of design – we need more conversations about the design of value.