How Do You Make Good Design Happen? Follow the Money

As president of the Design Management Institute, I am often asked: "How can we develop a great design organization," and "How do I convince our CEO about the value of design?"

Good questions, simple answers: Determine what matters to the decision makers and improve it with design. Then, either inspire the CEO, or become the CEO.

Do I hear you scoffing? "Thanks, Lockwood! 'Become the CEO.' No problem! Will tick that right off my to-do list."

I understand. But here's the problem: While there...