This document discusses building the next generation of creative leaders and the rise of the Design Executive Officer (DEO). It defines the DEO as a hybrid strategic business executive and creative problem solver who puts design at the center of the company. The document provides a seven step toolkit for how to build creative leadership, including changing mindsets to see design as change, prioritizing people over machines, sharing power through a "we not me" approach, championing creative culture, embracing failure early, continuously iterating and evolving, and leading by authentic example.

1. THE RISE
of the
DEO
BUILDING THE NEXT GENERATION
of CREATIVE LEADERS
MARIA GIUDICE @mgiudice

2. WHO ARE YOU?
WHAT DO YOU DO?
HUG IT OUT.

3. Treat people equally

4. “You get power by releasing power.”
Richard Teerlink
former CEO, Harley Davidson

11. Designer CEO

12. Designer

13. de·sign·er
–noun
1. a person who devises or executes designs, esp.
one who creates forms, structures, and patterns, as
for works of art or machines.
2. a schemer, intriguer, or plotter.
Dictionary.com Unabridged
Based on the Random House Dictionary, © Random House, Inc. 2010.

14. Wicked problems
Photo credit: Al Jazeera English

15. GOOD NEWS!
According to a new survey of 1,500 chief
executives conducted by IBM's Institute for
Business Value, CEOs identify “creativity”
as the most important leadership
competency for the successful enterprise
of the future.

17. New direction
Designing a new path forward

18. DEO
–noun
1. a person who possesses hybrid skills of a strategic
business executive and a creative, problem solving
designer.
2. a person who puts the importance of design at the
center of the company.
3. a person who is a catalyst for transformation and
the agent of cultural change.
Dictionary.com Unabridged
Based on the Random House Dictionary, © Random House, Inc. 2010.

19. Robin Chase
Founder, Zipcar
Enter the DEO

20. Ray Anderson
Interface Carpets
What makes a good leader?

21. Passion
Vision
Judgment
Integrity

22. Passion
Vision
Judgment
Integrity

23. Passion
Vision
Judgment
Integrity

24. Passion
Vision
Judgment
Integrity

25. Thank You
Steve Jobs
How are creative leaders different?

26. Agents of Change
Disrupt the status quo
Create relevant and meaningful experiences for
people and communities
Systems thinkers
Complex problem-solvers
Embrace risk
Driven by curiosity and intuition

27. GSD

28. Emily Pilloton
Project H
DEO toolkit
How to build the next generation of creative leaders

29. 1. Design is an active verb
Change your mindset about design and designers

30. ideate
participate co-create
facilitate
reinvent
listen
translate
Design = Change
observe
communicate
partner instigate
negotiate
innovate

31. 2. People not machines

32. People not machines
Live in people’s shoes
Get your hands dirty
Put yourself in the center of the action

34. People not machines
Live in people’s shoes
Get your hands dirty
Put yourself in the center of the action

35. People not machines
Live in people’s shoes
Get your hands dirty
Put yourself in the center of the action

36. Tony Hsieh
CEO, Zappos

37. 3. WE not ME

38. We not me
Share the power
Everyone is a creative contributor

39. We not me
Share the power
Everyone is a creative contributor

41. 4.Champion creative culture
And have fun!

42. Champion creative culture
Promote positive behavior
Creative chaos
Make coming to work fun every day

44. Champion creative culture
Promote positive behavior
Encourage creative chaos
Make coming to work fun every day

45. Champion creative culture
Promote positive behavior
Encourage creative chaos
Make coming to work fun every day

47. 5. Go wide and fail early

48. Go wide and fail early
Go topless
Change your environment
Harness the social power of food

50. Go wide and fail early
Go topless
Change your environment
Harness the social power of food

52. Go wide and fail early
Go topless
Change your environment
Harness the social power of food

55. 6. Iterate and evolve
Be open to change

56. Iterate and evolve
Make stuff
Solicit feedback continuously
Cultivate a culture of transparency

57. shopper’s
opinion
store
shopper

58. Iterate and evolve
Make stuff
Solicit feedback continuously
Cultivate a culture of transparency

60. Iterate and evolve
Make stuff
Solicit feedback continuously
Cultivate a culture of transparency

61. 7. Lead by example

62. Chip Conley
former CEO, Joie de Vivre

63. Be true to yourself
The authentic you

64. *
1. Change your mindset
2. People not machines
3. WE not ME
4. Champion creative culture
5. Go wide and fail early
6. Iterate and evolve
7. Lead by example

65. Lady Gaga
Start right now

66. Thank You!
Contact
maria@hotstudio.com
twitter: @mgiudice
Stay in Touch
facebook: hotstudio
twitter: @hotstudio