This Is Your Competitive Advantage As A Design Leader / Jose Coronado / Ep. #240

Service Design Show

We've got a serious problem...

The "higher" you climb on the career ladder, the further removed you get from the actual discipline of design.

Unfortunately, it's a story I hear surprisingly often.

A design professionals finally gets that hard-earned seat at the table, and almost immediately, the pressure to conform kicks in.

They start to feel like they have to trade their unique perspective for a corporate persona, leaving their design identity, the very thing that got them there in the first place, at the door.

Our guest this week, Jose Coronado, shares a personal story that actually goes right to the heart of this issue.

When he first moved to the U.S. he consciously separated his professional life from his Hispanic background in an effort to belong and be seen.

The shift only came years later, after he organized a panel for Hispanic Heritage Month. The feedback he received hit him hard.

People told him, "Jose, thank you for doing this. I have never seen myself reflected in my future as a potential leader in the design field".

That experience was the moment he realized the power of bringing our "whole self" to work, and the danger of hiding parts of our identity.

So in this episode, we explore this identity crisis.

How do you evolve into a business leader without abandoning your design soul?

And I can already share that it's not about renouncing your craft, but rather enriching it with new layers.

It’s about learning to navigate the politics and negotiations of an organization while still proudly carrying the flag for design.

If you feel trapped between the design professional you are and the leader you're expected to be, this one will surely resonate.

What I loved about this conversation is the nuance it brings. I'm sure you've heard that "designers need to speak business" but what's often missing is the crucial second half of that advice, we must do it with our design expertise, identity, and skills. Business speak should enrich design, not replace it.

Enjoy the conversation and keep making a positive impact!

~ Marc

--- [ 1. GUIDE ] ---

00:00 Welcome to Episode 240

04:00 The great shift

06:00 The catalyst

08:00 Design Leadership and Why We Have to Talk About It

09:30 Design's Growing Pains

12:00 3 Levels of Leadership

13:00 Craftsmanship, Stagemanship, and Statesmanship

16:00 Mastering Stagemanship:

17:45 What we're doing wrong

20:00 Developing Business Fluency

22:00 Understanding the context

26:30 Low-Effort Ways to Gain Business Knowledge

33:00 The Challenge of Invisibility

35:00 Patience vs. Incompetence

37:45 Building Trust

39:00 The Design Measurement Problem

41:00 Tangibility of Impact

44:00 Navigating conversations like that

46:45 Finance Conversations

48:00 Connecting Process, Service Improvement, and Design

51:45 Internal Struggle and Mindset Evolution

55:00 Embracing out identity

57:30 Maintaining Connection to the Craft

59:00 Deliver in commitment

1:01:00 Question to ponder

--- [ 2. LINKS ] ---

• https://www.linkedin.com/in/josecoronado/

--- [ 3. CIRCLE ] ---

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