Most designers focus on aesthetics (UI) or general usability. High-growth DTC requires a specialist who understands performance marketing, UX, messaging hierarchy, and customer psychology to design assets that directly drive revenue, not just look good. This is a rare and critical skillset.

Don't just show creatives a summary report from the marketing team. Giving designers, copywriters, and video editors raw access to performance data allows them to spot non-obvious patterns and make intuitive leaps that analytical minds might miss, leading to better creative.

Early versions of Figma failed to gain traction because designers, its target users, fundamentally didn't trust the tool's own subpar visual design. This meta-problem highlights that for a tool to be credible to its expert users, its own execution must embody the principles it espouses. A redesign was the key to unlocking user trust and adoption.

Instead of siloing roles, encourage engineers to design and designers to code. This cross-functional approach breaks down artificial barriers and helps the entire team think more holistically about the end-to-end user experience, as a real user does not see these internal divisions.

Instead of iterating on prompts for single assets, focus on building reusable systems. This approach ensures brand consistency, saves time, and empowers non-designers to create on-brand assets efficiently by turning complex workflows into simple interfaces.

AI tooling is creating a 'fluid model' where any employee, regardless of role, can potentially ship code. This dramatically expands the design system team's responsibility, which must now create tooling and guardrails to support a much broader and less technical user base across the entire organization.

To foster growth and create a self-sufficient organization, leaders should grant designers extreme ownership rather than directing their work. This forces them to make hard decisions, which is the fastest way to become a better designer.

Transform a creative department from a production house into a strategic partner by changing how you brief them. Instead of giving prescriptive directives, present the business problem that needs to be solved. This empowers creative minds to contribute to strategy and deliver more impactful solutions, not just executions.

AI tools are collapsing the traditional moats around design, engineering, and product. As PMs and engineers gain design capabilities, designers must reciprocate by learning to code and, more importantly, taking on strategic business responsibilities to maintain their value and influence.