Podcast Summary: Design Better – Episode with Scott Birkin: "Why Design is Hard"

Release Date: January 15, 2025

Introduction

In this enlightening episode of Design Better, co-hosts Eli Woolery and Aaron Walter welcome back designer and author Scott Birkin to discuss his latest book, Why Design is Hard. Building upon his previous work, How Design Makes the World Work, Scott delves into the intrinsic challenges designers face within organizations, the pitfalls of ego, and the misconceptions surrounding design heroes. This comprehensive discussion offers valuable insights for both budding and seasoned designers aiming to navigate the complex interplay of creativity, technology, and organizational dynamics.

1. The Ego Trap in Design

Scott Birkin introduces the concept of the "ego trap," a central theme in his book, which examines how designers' egos can inadvertently hinder their effectiveness.

• Understanding the Ego Trap: Scott explains that many designers fall into the trap of believing they possess unique "creative superpowers," leading to a sense of entitlement over design decisions. This mindset can create friction with other stakeholders like engineers and project managers.

  "But there's a framing in these complaints that's very self-centered... It puts the blame elsewhere." [03:54]

• Impact on Team Dynamics: The ego trap fosters resentment and stagnation, preventing designers from leveraging their true strengths—collaboration and problem-solving—effectively within teams.

  "We have to get better at framing our frustrations to be things that we can take action on." [05:15]

• Balancing Ego and Agency: While acknowledging the motivational role of ego, Scott emphasizes the importance of controlling it to maintain healthy professional relationships and drive meaningful change.

  "Ego is important, but beyond a certain limit, it becomes destructive." [06:26]

2. Navigating Organizational Power Structures

A significant portion of the conversation focuses on how designers can better understand and influence organizational power dynamics to advance their roles and projects.

• Awareness of Power Dynamics: Scott points out that designers often lack maturity in grasping the complex power structures within organizations, which limits their influence.

  "Nobody gets that kind of privilege in most workplaces unless they have power." [07:02]

• Building Strategic Alliances: He advises designers to identify and cultivate relationships with influential individuals, such as engineering leads or marketing heads, to amplify their impact.

  "How can I make them an ally? How can I use their power and their value in the organization as an asset instead of a frustration?" [10:14]

• Practical Tactics: Scott suggests practical methods like the "walking tour," where designers proactively meet colleagues to understand their roles and foster collaborative relationships.

  "Ask them what's interesting about their job, ask them what they're working on... Just listen and learn." [34:19]

3. The Myth of the Design Hero

Scott challenges the romanticized notion of the solitary design hero, using Dieter Rams as a case study to illustrate the collaborative nature of successful design work.

• Debunking the Solo Genius Myth: Highlighting Dieter Rams' story, Scott reveals that iconic designs are rarely the product of a lone designer but are instead the culmination of cross-functional teamwork.

  "Without the medium of the relationship of engineers and financiers and project managers, your ideas can't go anywhere." [20:03]

• Importance of Relationships: Emphasizing that strong relationships are as crucial as creative ideas, Scott advocates for designers to invest in building trust and collaborating effectively with other departments.

  "Your relationships are just as important as your ideas." [00:02]

4. Design Education and Real-World Preparation

Addressing a critical gap in design education, Scott argues that design schools often fail to equip students with the necessary skills to navigate organizational cultures and power dynamics.

• Current Educational Shortcomings: Scott criticizes the lack of practical training in negotiation, collaboration, and understanding organizational hierarchies within design curricula.

  "There has to be some accounting for that as part of a design education." [27:38]

• Proposed Enhancements: He recommends integrating cross-disciplinary projects, workshops on interpersonal communication, and real-world collaboration experiences to better prepare students.

  "Part of a senior project is to work with actual engineers in the engineering school." [27:38]

5. Balancing Creative Work with Organizational Dynamics

The discussion transitions to how large organizations often stifle creative work, despite their rhetoric about valuing innovation.

• Challenges in Corporate Cultures: Scott highlights the disconnect between companies' claims of valuing innovation and the actual practices that impede creative processes, such as rigid work hours and micromanagement.

  "Creative work doesn't work that way. If you're expecting all this high-minded talk of innovation... that's not going to come about that way." [40:34]

• Promoting Autonomy: He advocates for granting employees more autonomy, allowing them to choose their working environments and focusing on output rather than rigid input metrics.

  "Remote work... giving professionals the ability to choose for themselves the environments that will make them most productive." [43:10]

6. Superpowers of Designers in the Workplace

Scott identifies unique "superpowers" that designers possess, which can be leveraged to gain more influence within organizations.

• Visual Explanation: Designers excel at simplifying complex ideas through visuals, bridging communication gaps between different departments.

  "We're great explainers. We take these concepts and technologies and we force the team to try to have better language and metaphors." [44:02]

• Facilitating Understanding: By creating diagrams and visual representations, designers can help teams align their understanding, making discussions more efficient and productive.

  "Can you make that a two by two chart? Do you mean this or that?" [46:49]

• Encouraging Confidence: Scott urges designers to embrace their role as visual communicators and overcome fears of imperfection in their sketches and diagrams.

  "You're quick sketch be better than the next hundred people in this building because this is what you know how to do." [44:02]

7. Relationship Building for Designers

Effective relationship building emerges as a cornerstone for designers seeking to enhance their influence and job satisfaction within organizations.

• Initiating Connections: Scott advises new designers to proactively reach out to colleagues across different departments to understand their roles and foster mutual respect.

  "Ask them what's interesting about their job, ask them what they're working on, ask them what their favorite part of it is." [34:19]

• Cultivating Trust: Building genuine relationships based on curiosity and respect can lead to increased trust, making it easier to collaborate and advocate for design initiatives.

  "Your curiosity will be sparked. You'll hear things you didn't know, they'll show you things." [34:19]

8. Advice to Organizations Supporting Creative Work

Scott offers actionable advice to organizations aiming to create environments conducive to creativity and innovation.

• Valuing Output Over Time: Shifting the focus from hours worked to the quality and impact of the output can better support creative professionals.

  "Rewarded for their output and evaluated for their output, rather than for the tools they use or the methods they use." [40:34]

• Fostering Autonomy: Encouraging autonomy allows creative individuals to work in environments that maximize their productivity and creativity.

  "Provide more autonomy for people to decide their working practices." [43:10]

• Supporting Innovative Practices: Reviving initiatives like Google's "20% time" can reinstate the balance between organizational goals and individual creativity.

  "It had a great impact on innovative projects like Gmail." [43:10]

9. Lessons from Developing the Book

Reflecting on his journey in writing Why Design is Hard, Scott shares personal insights and shifts in perspective that shaped the book's direction.

• From Manifesto to Empowerment: Initially intending to write a provocative manifesto, Scott pivoted to a more constructive approach, focusing on empowering designers with actionable strategies.

  "The thrust of the book is finding healthier ways to deal with what are unavoidable challenges of being a creative designer at tech and large organizations." [14:18]

• Emphasis on Agency: The realization that providing designers with tools to gain agency was pivotal, transforming the book from a critique into a guide for positive change.

  "Find ways to be creative... and have some agency, even if it's a tiny bit of agency." [14:18]

10. Influences and Inspirations

Scott reveals his current reading interests and philosophical pursuits, highlighting the importance of understanding the human side of influential figures.

• Philosophical Endeavors: Inspired by Montaigne, Scott values the exploration of personal lives and philosophies to gain deeper insights into human behavior and creativity.

  "I've always been a philosophy person... understanding who this person who I admire so much, what was their day like?" [48:57]

Conclusion

Scott Birkin's Why Design is Hard offers a candid exploration of the multifaceted challenges designers face within organizations. Through insightful discussions on ego, power dynamics, collaboration, and the myth of the design hero, Scott provides a roadmap for designers to enhance their influence and effectiveness. His emphasis on relationship building, leveraging unique designer superpowers, and advocating for organizational changes underscore the transformative potential of thoughtful design practices. This episode is a must-listen for designers seeking to navigate and thrive in complex professional landscapes.

Learn More

To delve deeper into Scott Birkin's perspectives and explore his new book, visit designishard.com.