Leading without Permission

Redefining your design leadership

Photo by Janita Sumeiko on Unsplash

Too many design leaders I coach find themselves trapped in uncertainty, caught between expectation and hesitation. They wait. They wait for senior leaders to hand them a vision, to provide direction, to make sense of their role. This waiting, however, often leads to paralysis. This happens often because that vision may not exist. The reality is that many design leaders are not brought into organisations to execute a well-crafted strategy; they are there as an experiment, a test to see what design might be capable of. They are often placed in positions of influence without a clear mandate and without a grand plan.

I recently discussed this topic with my friend and fellow design leadership coach, Andy Polaine. He, too, has observed a troubling pattern: design leaders wait to be invited. In doing so, they risk losing critical opportunities to shape their organisations, define their vision, and exercise their determination. The act of waiting slowly erodes their potential to lead.

But here is the truth: design leaders are business leaders. Some may dispute this, arguing that design leaders should operate with greater freedom from business constraints, focusing on creativity rather than commercial strategy. I disagree. Fundamentally, if you are leading design, you are leading a business. You are responsible for driving the organisation towards a better future. You just happen to have a powerful and unique tool at your disposal—design.

So, what does this mean in practice? It means you must act like a leader. Take your space. Define your vision. Articulate your point of view. Demonstrate your value. Do not wait for permission or clarity from others; it may never come. Leadership is not about following orders—it is about setting direction, inspiring action, and making an impact. It is also about taking risks, making mistakes, and pivoting through learning.

Andy and I are planning a leadership reset retreat in Sicily's stunning landscapes. The retreat is designed to help design leaders reclaim their purpose and forge their path with confidence. If this resonates with you, we would love to hear your thoughts. We have put together a short questionnaire to yourense interest. If you are intrigued, please take a moment to fill it in—we would both greatly appreciate it.

Because the truth is, no one is going to invite you to lead. It is time to step forward and claim your place.