A new kind of design leadership training: Interview with designer and lecturer Doug Powell

Creative people like designers often lack managing skills - and still find themselves in leading positions. What do you think, especially since you joined the new iF DESIGN ACADEMY as lead lecturer?

Doug Powell: Yes, this is exactly the pattern I see across the global design industry. Design has scaled exponentially in the last two decades, and that increased scale has led to a high demand for designers to move into management and executive leadership roles. Most of us (myself included) were not trained for these roles, and we often lack the core skills required for them. This means that most designers have had to “learn on the job,” in order to adopt the skills, behaviors, and vocabulary of business leadership. That’s why the newly established iF DESIGN ACADEMY, where I lecture, is so import—we can accelerate this learning for new design leaders.

What are the biggest challenges design leaders face nowadays? What are the main problems and questions you encountered while lecturing design leaders?

Doug: Design leaders are struggling with the unthinkably rapid pace of change in the current business, technology, and cultural environment. AI has changed the business and technology landscape in the blink of an eye, and when you add to that the economic threats of political volatility and climate change, many business are in the midst of an existential crisis. This puts a tremendous amount of pressure on leaders of all disciplines, including design. I believe that the essential skill for design leaders in the next era of the profession will be (unpredictable) change management.

Thankfully, there is leadership education on the market. What is your impression – what do traditional educations lack?

Doug: I believe traditional education—like MBAs or other university degrees—are obsolete. They take too long, they cost too much, and they teach ideas, methods, and practices that were created for a different era of business. At the same time, a designer can waste a lot of time and energy on the thousands of generic online leadership training offerings on Youtube and other platforms, because these trainings are not attuned to the unique challenges and opportunities of design leadership. With my iF Design Academy course, I use the core qualities and superpowers that designers possess as the foundation for our leadership practice.

Can you describe in some key points what quality design leader education looks like?

Doug:

1. Rooted in human-centered design.

   We must “practice what we preach.” My classes look and feel like design studios—with iterative artifacts, sketches, ideas, and constant collaboration.

2. Responsive to the current context.

   Courses adapt to the conditions of the world (economy, technology, culture, etc.) and the unique needs of students in that moment. My mantra is “everything is a prototype,” so I am not afraid to adjust plans in real time.

3. Grounded in organizational realities.

   Quality design leadership education connects the practice of design directly to business strategy, cross-functional collaboration, and organizational influence—so leaders can expand their impact beyond their immediate teams.

4. Balancing mindset and skillset.

   Students not only learn tools and frameworks (like stakeholder mapping or design maturity models), but also build the leadership behaviors—confidence, clarity, adaptability—that enable them to apply those tools effectively.

5. Enriched by diverse expert voices.

   I bring in seasoned design leaders from different industries and cultures to share their stories, strategies, and lived experiences. These perspectives broaden the conversation, challenge assumptions, and help students see multiple pathways to leading with impact.

One takeaway is certainly: The world is getting more and more complex – and so is design. How should education adapt to the ever evolving design world?

Doug: Education for design leaders must mirror the complexity of the world in which our students are working. In my courses, I use a mix of teaching approaches—video lectures, curated readings, small-group collaboration, interactive activities, and expert commentary—to keep students engaged from multiple angles. This variety ensures that learning is both experiential and reflective, helping students connect theory to practice. Most importantly, it equips leaders to turn new insights into immediate impact in their organizations.

You have a podcast and give many lectures, among many other things, on design leadership. Why are you so passionate about this topic? Why is it so important to not only educate but also keep up the discourse?

Doug: I am part of a generation of designers who have moved through our career journeys without the benefit of mentors and coaches who traveled the path before us. For me it is an imperative to make sure the next generation of designers have the opportunity to learn from me and my peers and colleagues. That inspires much of my work.

Now you are also a part of the newly established iF Design Academy. Why did you join and what are your goals here?

Doug: I have been teaching leadership to designers for many years, but mostly doing it on my own or as part of a small team. I’m excited to have the strength, credibility, and reach of one of the top global design associations. iF Design will help me connect with design leaders I could never reach alone. The possibilities are truly exciting!