Design has finally gotten its due. For years, designers complained that they needed to be brought into the C-suite to make strategic decisions alongside CEOs and CMOs. That has happened over the past five years, as 40 of the top 100 companies hired a chief design officer (CDO).
But now there’s a new problem. According to a massive new study conducted by McKinsey, just about nobody knows what a chief design officer is actually supposed to do. McKinsey analyzed 1,700 companies and conducted interviews with 200 senior design leaders and 100 CEOs. The key discovery?