Elevating Design's Role in Transformation: A Reflection on Tim Brown’s Impact

During Climate Week in New York, I had the distinct privilege of interacting again with Tim Brown , the founder of IDEO, a design firm that has played a pivotal role in shaping the landscape of modern innovation. Tim has been an enduring influence on my career, particularly during the early stages of my innovation roles when his groundbreaking book, “Change by Design”, was published. This book became a guiding light for many designers, myself included, in redefining the role of design in the transformation agenda of businesses worldwide.

Tim’s work, especially through the lens of "Design Thinking," provided designers with what we often call "a seat at the table." No longer relegated to aesthetics and form, designers became key actors in shaping the strategy of corporations. This shift was pivotal in elevating design conversations to the C-suite level, where strategic decisions are made, and where design could be a true agent of change.

In my career at Roche, Novartis, Nestlé, and now PepsiCo, I had the opportunity to regularly collaborate with Tim and the IDEO team on game changing initiatives. Whether we were exploring new packaging systems or addressing global sustainability challenges, the principle of design thinking always underpinned our approach. However, one of Tim’s greatest contributions was showing the world that design thinking wasn’t just for designers. It was a way of bringing cross-functional teams together to solve complex problems, drive innovation, and accelerate business growth.

But like any powerful tool, design thinking has also introduced challenges. As it became widely adopted across industries, some began to see it as a formula—one that could be used by anyone without the need for true design expertise. This misconception created confusion, particularly around the role of “innovation strategists.” Designers became part of broader, non-design-led initiatives, which was both a testament to the power of design thinking but also a reminder that we, as designers, must continually redefine our value proposition.

During the recent session with Tim, he shared a thought that particularly resonated with me. He said, “We need better questions.” In many ways, this feels like the evolution of design thinking—what I would call “Design Thinking 2.0.” This new era is less about following a methodology and more about adopting a systems design approach, where we examine entire ecosystems and address the interconnectedness of today’s global challenges, from sustainability to social equity.

What became clear to me in this discussion is the increasing importance of stakeholder and staff engagement in driving transformative change. Whether at Roche or Novartis, where we led global innovations in healthcare, or at PepsiCo, where we are reimagining the future of snacking amidst new social and technological realities, success has always hinged on involving the right voices. From marketing to R&D to supply chain, it has been my mission to ensure every stakeholder is aligned on the broader purpose behind the innovation.

This is why, in the role of design leaders, we cannot be isolated in our creative bubbles. We must be connectors, bringing together diverse perspectives across the organization and beyond, integrating the feedback and expertise of everyone from engineers to marketers to the customers themselves. Real, lasting change doesn’t happen in silos—it happens when all hands are on deck, engaged, and contributing to the vision.

As we continue to navigate the challenges of the modern business landscape, I see great potential in applying systems thinking as the next frontier of design. We are no longer solving isolated problems; we are addressing interconnected issues that span industries, geographies, and cultures. And as Tim Brown so wisely noted, “We need better questions” to guide us toward the solutions the world needs.

It has been a privilege to learn from Tim over the years, and his wisdom continues to inspire the work I do every day. As we look to the future, it’s clear that designers, stakeholders, and entire organizations must come together to tackle the world’s biggest challenges, and in doing so, we will not just answer better questions—we’ll design a better future to improve the state of the world. Count me in.

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