The document argues that designers should take on more leadership roles by claiming ownership over the objectives and goals of their work. Currently, designers are seen as merely implementing others' visions without accountability. However, by taking responsibility as stakeholders, designers could create systems that pursue meaningful goals and impact business and society. The document provides examples of leaders like David Plouffe and Dave Eggers who achieved significant influence and outlines how leadership skills relate to design work. It envisions designers driving new initiatives and leading in a complex world.

1. Design is Leadership
Patrick Gibson

2. Problem
Designers promote and amplify a client's
message without accountability for the affect
it has or is supposed to have. Under this cover
of impunity, designers function subserviently,
valued more for their specialized skill sets than
creative thinking.

3. Hypothesis
By claiming ownership of the objectives behind
their work, designers can become leaders who
demonstrably impact business and society.
With the responsibility and authority of a
stakeholder, the opportunity exists for designers
to create powerful, measurable systems that
pursue explicit goals of profound consequence.

4. Creative References
David Plouffe
Chief Campaign Manager for Barack Obama’s 2008
presidential campaign
"The story of Mr. Obama’s journey to the pinnacle of
American politics is the story of a campaign that was,
even in the view of many rivals, almost flawless. Mr.
Plouffe [was] known for his mathematic invocation of
data in making decisions. When Mr. Obama decided to
run for the presidency, Mr. Plouffe and a half-dozen
staff members began plotting out a strategy."
— Adam Nagourney, Jim Rutenberg and Jeff Zeleny,
The New York Times
http://www.nytimes.com/2008/11/05/us/politics/05recon.html

5. Creative References
Dave Eggers
Graphic designer, author, screenwriter, founder of
McSweeney’s independent publishing house, and co-founder
of 826 Valencia and 826 National
“The clear entrepreneurial spirit of Eggers has led him
in other directions in addition to McSweeney’s and his
own writing. He co-founded a non-profit tutoring,
writing and publishing centre for under-18s [called] 826
Valencia, [which] has spread to seven sister centers
around the US, and inspired similar ventures in Ireland
and the UK. “
— Lance Knobel, Eye Magazine
http://www.eyemagazine.com/feature.php?id=185&fid=857

6. Valorized Designer
"What we need in the next century are
independently-minded, creative, constructive
designers who are not just 'capitalist lackeys,'
ideologues,' or 'technical whiz-kids.'"
— Nigel Whiteley

7. Valorized Designer
Indeed, tomorrow's designer must be a creator
of not just graphic artifacts and ephemera, but
of entire new endeavors that use such artifacts
to accomplish a mission.

8. Content Outline
I. The Problem
A. Brief history of the professional
designer's roles
B. The "Flakey Creative" reputation
C. Outsourcing design
D. Paul Rand and Enron

9. Content Outline
II. The Hypothesis / Answer
A. An evolution of the profession
B. Correlations between design and leadership
C. Aspects of leadership
D. Changing behavior
E. Political / organizational barriers

10. Content Outline
III. Results / Possibilities
A. The growing importance of design in a
complex society/economy
B. What a world led by designers looks like

11. Sources
• Sources may include interviews, TED
lectures, Fast Company, Wired, Good, Chip
and Dan Heath’s Switch and Made to Stick,
and Philip Kotler’s On Marketing