{"id":13871,"date":"2016-05-03T19:52:53","date_gmt":"2016-05-04T03:52:53","guid":{"rendered":"https:\/\/www.uxpin.com\/studio\/?p=13871"},"modified":"2024-05-20T21:43:35","modified_gmt":"2024-05-21T04:43:35","slug":"the-deo-how-designers-can-become-company-leadership","status":"publish","type":"post","link":"https:\/\/www.uxpin.com\/studio\/blog\/the-deo-how-designers-can-become-company-leadership\/","title":{"rendered":"The DEO: How Designers Can Lead Companies | UXPin"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The life expectancy of companies in 1937 was 75 years. Now it\u2019s <\/span><a href=\"http:\/\/www.theatlantic.com\/business\/archive\/2015\/04\/where-do-firms-go-when-they-die\/390249\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">only 15 years<\/span><\/a><span style=\"font-weight: 400;\">. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you look at successful companies in that era, you\u2019ll notice that many failed to innovate and were outpaced by younger competitors. Kodak, Xerox, and Lotus are just a few companies who were left behind. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the key reasons younger competitors are outdoing their older counterparts is because the new players aren\u2019t being led by traditional CEOs. Instead, they\u2019ve been replaced by a DEO, people who are traditionally considered creators or creatives. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Airbnb was co-founded by 2 designers (Brian Chesky and Joe Gebbia)<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Behance was cofounded by 2 designers (Matias Correa and Scott Belsky)<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Youtube was cofounded by former Paypal designer Chad Hurley<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The list <\/span><a href=\"http:\/\/designerfund.com\/infographic\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">goes on<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, The Design Management Institute shows that a pool of 15 design-led organizations outperformed the S&amp;P by 228% <\/span><a href=\"http:\/\/www.dmi.org\/blogpost\/1093220\/182956\/Design-Driven-Companies-Outperform-S-P-by-228-Over-Ten-Years--The-DMI-Design-Value-Index\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">over a period of 10 years<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13874\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image02.png\" alt=\"image02\" width=\"850\" height=\"442\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image02.png 850w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image02-577x300.png 577w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image02-768x399.png 768w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">To get a deeper understanding of the differences between a CEO and a DEO, and how their leadership styles help companies innovate, I sat down to interview <\/span><a href=\"https:\/\/twitter.com\/mgiudice\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Maria Giudice<\/span><\/a><span style=\"font-weight: 400;\">, formerly the founder of <\/span><a href=\"http:\/\/www.hotstudio.com\/leadership\/maria-giudice\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Hot Studio<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maria built and successfully ran Hot Studio through three tech busts to a successful acquisition by Facebook <\/span><span style=\"font-weight: 400;\">\u2013<\/span><span style=\"font-weight: 400;\"> I\u2019d say that\u2019s enough of a reason to want to learn from this amazing design leader.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13872\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image00.jpg\" alt=\"image00\" width=\"798\" height=\"532\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image00.jpg 1200w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image00-450x300.jpg 450w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image00-768x512.jpg 768w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image00-1024x683.jpg 1024w\" sizes=\"auto, (max-width: 798px) 100vw, 798px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Maria\u2019s latest role is the <\/span><a href=\"http:\/\/www.fastcodesign.com\/3046354\/design-moves\/autodesk-hires-facebooks-director-of-product-design\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">VP of Experience Design at Autodesk<\/span><\/a><span style=\"font-weight: 400;\"> and she has co-authored a recent book called <\/span><span style=\"font-weight: 400;\">The Rise of The DEO<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In her book, she talks about why traditional CEOs have been replaced by a new breed called DEOs, design executive officers, and how companies are basically being led by executives who embrace design thinking. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">So what does a traditional CEO look like?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A traditional CEO is based on the industrial age model which was very much driven by a command and control attitude. The leader takes data and mandates what to do next.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result, traditional businesses are very hierarchical. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Employees have boundaries around what they are responsible for. This is what leads to silos. To climb up the hierarchical ladder, employees have to take credit and ownership for a particular area and leverage their contributions to move up.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Now enter the <a href=\"http:\/\/zurb.com\/bryan\/feedback-loop\">DEO<\/a><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now we live in a world where you can\u2019t do anything without collaboration. We even collaborate with people who might disagree with us, and the collaboration is multidisciplinary. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe world is so complex now. You cannot solve problems one at a time. You have to think in systems. You make decisions that impact systems,\u201d says Maria Giudice. \u201cAnd it\u2019s also a global society. People are forced to change from linear thinking,\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It also means that employees don\u2019t work in a hierarchical environment where they are limited to particular area. Maria highlights, \u201cCareer ladders have been replaced by trampolines.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maria outlines 6 major traits of a DEO. Let\u2019s dig into each of them<\/span><\/p>\n<h3><strong>Trait #1: Evaluate and take risks<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">DEOs embrace risk differently than traditional CEOs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maria says, \u201cTraditional CEOs whole job is about mitigating risk. Risk is a scary thing.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">She continues, \u201cDEOs use risk as connective tissue. It\u2019s fluid. You\u2019re constantly assessing how far you can push it. It\u2019s about taking smart risks and smart failures.\u201d<\/span><\/p>\n<p>Doing this successfully requires the next trait.<\/p>\n<h3><strong>Trait #2: Think in terms of systems<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">\u201cTraditional CEO solves problems linearly. But now the world is interconnected. You have to have a vision of the whole system.\u201d says Maria. \u201cDesigners are trained to be system thinkers, which is why they are critical to businesses. You have to think in patterns and identify patterns.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">She goes on to tell us, \u201cThere is the problem and then there\u2019s the <\/span><b>real problem<\/b><span style=\"font-weight: 400;\">. Designers are really good at decoding the real problem and how it impacts the entire system.\u201d<\/span><\/p>\n<h3><strong>Trait #3: Use their intuition to guide their decision-making<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">DEOs use their intuition a lot, but that can be hard to justify, especially in a world where we are obsessed with analytics. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maria mentions, \u201cYou have to have the what and the why. Being analytical will give you the <\/span><i><span style=\"font-weight: 400;\">what<\/span><\/i><span style=\"font-weight: 400;\">, but it doesn\u2019t tell you the <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\">. It doesn\u2019t give you the edges, and it may not even get you to the root cause.\u201d <\/span><\/p>\n<p>Maria tells us, \u201cIntuition gives you that flexibility. It makes you feel your way through a problem. DEOs have to live in a juxtaposition between analytics and creativity. Intuition is really strong.\u201d<\/p>\n<p><span style=\"font-weight: 400;\">\u201cDEOs are comfortable with not quantifying everything,\u201d Maria states.<\/span><\/p>\n<h3><strong>Trait #4: Have cultivated a high level of social intelligence<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Unlike traditional CEOs, designers are trained to look at the world with a sympathetic and empathetic lens. They reflect a level of awareness of the world around them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But empathy isn\u2019t just limited to customers. It also extends to co-workers and community. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maria says, \u201cUltimately we are here to do things on behalf of people.\u201d <\/span><\/p>\n<h3><strong>Trait #5: Care about getting stuff done<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">\u201cVision without execution is hallucination.\u201d &#8211; Thomas Edison<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But it\u2019s not just about getting it done to get it out there. You have to look at the quality of the experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of my favorite quotes from Maria is the following: \u201cIt\u2019s not really about the minimum viable product. It\u2019s about creating the <\/span><a href=\"https:\/\/medium.com\/the-happy-startup-school\/beyond-mvp-10-steps-to-make-your-product-minimum-loveable-51800164ae0c\"><span style=\"font-weight: 400;\">minimum loveable product<\/span><\/a><span style=\"font-weight: 400;\">.\u201d<\/span><\/p>\n<h3><strong>Trait #6: Co-create with their teams and manage different roles<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">As an engineer and co-founder of <\/span><a href=\"http:\/\/femgineer.com\/\"><span style=\"font-weight: 400;\">Femgineer<\/span><\/a><span style=\"font-weight: 400;\">, I\u2019ve struggled with this because I love to create, and can end up micromanaging my team. However, in order to scale, the leader cannot be doing the work, it needs to be distributed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maria tells us DEOs balance co-creation, but it\u2019s a challenge when people have sentiments like the following, \u201cOh collaboration! Oh creation! That just means it\u2019s going to take longer to do things because it takes more people.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But co-creation is a mindset.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13873\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image01.png\" alt=\"image01\" width=\"626\" height=\"416\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image01.png 626w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/05\/image01-451x300.png 451w\" sizes=\"auto, (max-width: 626px) 100vw, 626px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Maria guides us and says, \u201cUnderstand that people come to the table with a special superpower, then you are going to get something greater than what one person can execute.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maria recognizes the following, \u201cYou each also have kryptonite. What you aren\u2019t good at, someone else is good at.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately Maria says, \u201cDesign is not a noun, it\u2019s a verb. It\u2019s a responsibility shared by the team. Creation is shared by the team. It\u2019s not owned by the person who has the art degree.\u201d<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">All 6 traits impact company culture<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cYou cannot talk about quality without talking about culture. In order to create better products you need a strong foundation.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While employees have roles to play, they should still be treated equally, can share work, and share points of view.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result, you get better work out of people. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you\u2019re building the culture, you have to embrace failure, and give employees permission to fail. But there is acceptable failure and unacceptable failure. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cUnacceptable failure is making a decision that will bring the company down.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cBefore you make any kind of decision, you always ask, what is the worst thing that can happen. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And if you can live with the worst thing that can happen, it\u2019s probably an OK risk.\u201d<\/span><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=3gKyKl47xms\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Watch the full interview with Maria here<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a href=\"https:\/\/itunes.apple.com\/us\/podcast\/femgineertv\/id1032969327\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">listen to it here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Editor&#8217;s note: If you found this post useful, check out the free e-book <\/span><\/i><i><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-process-documentation-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">UX Design Process Best Practices<\/a>. We also recommend following ZURB co-founder Bryan Zmijewski&#8217;s <a href=\"http:\/\/zurb.com\/bryan\/feedback-loop\" target=\"_blank\" rel=\"noopener noreferrer\">design leadership newsletter<\/a>.\u00a0<\/span><\/i><\/p>\n<p><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-process-documentation-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13777\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image04-6.png\" alt=\"image04\" width=\"720\" height=\"330\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image04-6.png 720w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image04-6-655x300.png 655w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>See the 6 traits that make designers well-suited for entrepreneurship. <\/p>\n","protected":false},"author":98,"featured_media":13875,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,183],"tags":[],"class_list":["post-13871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-design-leadership"],"yoast_title":"","yoast_metadesc":"See the 6 traits that make designers well-suited for entrepreneurship.","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.2.1 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The DEO: How Designers Can Lead Companies | UXPin | UXPin<\/title>\n<meta name=\"description\" content=\"See the 6 traits that make designers well-suited for entrepreneurship.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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