interactive exhibits at California Science Center in Los Angeles, California; skiers warming up around stone fireplaces at Deer Valley Resort’s Silver Lake Lodge in Park City, Utah; and families gathering in the lobby of OHSU Doernbecher Children’s Hospital in Portland, Oregon.
The Monterey Bay Aquarium. Its two-story otter habitat is center-right, below the gray whales. Photo Credit: Photo by Bruce Damonte.
In contrast to The Digital Architect, which focused on design technology, this book is focused on design leadership. Each explores a different dimension of practice, but both embrace the same intention: improving the lives of individuals, families, and communities through design. As a result, Voices of Design Leadership includes not only conversations with sixteen design leaders, but also forty projects that represent milestones of their professional journeys.
A few examples: the first US museum dedicated to the victims of racial terror lynching (The National Memorial for Peace and Justice, by MASS Design Group); a mass timber high-rise (Canada’s Earth Tower, by Perkins&Will); a residential campus for adults with autism (Sweetwater Spectrum Community, by Leddy Maytum Stacy Architects); a lifecycle assessment software application (Tally®, by KieranTimberlake); an autonomous robot prototype (Baby Groot™, by Walt Disney Imagineering); and extraterrestrial housing (Moon Village, by Skidmore, Owings & Merrill).
Other projects include airports, office buildings, education campuses, health care facilities, multi-family housing, mixed-use developments, an exhibition center, a superhero campus, an inter-faith spiritual center, a transit station, a single-family home, and a Castle of Magical Dreams. On Earth, the project sites are located in twelve US states and nine other countries around the world: Canada, Hong Kong, Japan, Kuwait, Rwanda, Singapore, United Arab Emirates, United Kingdom, and Venezuela. The built work totals over 22 million square feet (2 million square meters).
These are just a small sampling of projects by the firms whose leaders are profiled in this book and serve as wonderful examples of why we design and why we lead. Our shared purpose: to enhance the lives of those who live, work, play, learn, and heal in the environments we imagine, as well as the lives of the talented people who join together to make that happen.
The rewards of design leadership are many, but from my perspective, the ultimate measure of success how you leave the world a better place than you found it. Starting in Chapter 3, you will hear from sixteen leaders who are working hard to do that every day.
Chapter 2 Patterns of Design Ecosystems
Each of the sixteen leaders profiled in this book represents a different model of design leadership and different model of design firm. There is no one-size-fits-all approach. Having said that, healthy ecosystems of collaborative design talent share common characteristics. They are not rules or guidelines. They are not operational, technology, or marketing strategies. Instead, they are cultural patterns that grow and nourish thriving design ecosystems:
The Power of Diversity
Design + Business Synergy
Client Experience Mindset
T-shaped Professionals
The Four R’s
Lifelong Learning
Readers are encouraged to reflect on each, add, subtract, prioritize, and develop a set of patterns that best represents the collaborative culture of your organization. Note that these are patterns of successful design firms. The values of successful design leaders are outlined in the closing chapter.
The Power of Diversity
Diversity is the one true thing we all have in common. Celebrate it every day.
–Winston Churchill
For all the right reasons, Diversity, Equity, and Inclusion (DEI) initiatives are booming in organizations across the globe. Intentional strategies of diversity not only help address lingering discrimination and social injustice, but also improve the overall health and resilience of talent ecosystems.
The evidence surrounds us. In nature, it is well understood that diverse and balanced ecosystems are the healthiest and most resilient. Biodiversity provides shared ecosystem services that benefit multiple species, including protection of water resources, formation and protection of soils, nutrient storage and recycling, breakdown and absorption of pollution, and recovery. The inverse effect can be seen in “managed” ecosystems. Wild salmon is generally healthier and less disease-prone than farmed salmon, and forest development programs that recognize the value of ecosystem diversity produce more disease-resistant trees compared to those that do not.
Researchers have also found that biological communities rich in species are substantially more productive than those lacking in diversity. Examples include deserts, forests, marine ecosystems, old-growth forests, rainforests, tundra, and coral reefs. While “survival of the fittest” exists within individual species, each depends on contributions from the others to ensure their own overall well-being. Mutual dependency is an essential characteristic.
The same is true of ecosystems of design talent. The greater the diversity and interdependency, the healthier and more resilient. Also important is equity: organizational processes and rewards that are impartial, fair and offer equal potential outcomes for everyone.
Art Gensler always encouraged leaders to “hire people smarter than you.” That is true. I would add to Art’s insightful advice: seek out, hire, and learn from people who are different from you.
Biography Matters
My wife Regina – a first-generation immigrant from Brazil – has taught me many things, one of which is how culture and language are closely woven together. A simple word in Portuguese, for example, may have additional layers of emotion compared to American English. Brazilian culture also generally encourages more emotional expression; to be trusted in Brazil, you do wear your heart on your sleeve. That is one reason why the best language translation cannot be achieved through one-to-one vocabulary mapping. Sorry Google! To learn a language well is to learn a culture well, and vice versa.
As design leaders, we need to extend our thinking about diversity beyond the traits most often associated with employment discrimination: race, color, religion, gender, sexual orientation, national origin, age, or disability. Those are important markers. But diversity is also about life experience. About culture. About economic status. About family background. Biography matters.
In general, life experiences that introduce design leaders to different geographies, languages, and social contexts broaden their understanding of cultural preferences and helps them challenge conventional wisdom. Such experiences also help them recognize that the needs of diverse clients cannot be addressed in a homogenous manner, and that innovative design solutions are often discovered along unconventional paths.
In Chapter 12, you will hear from Rafael Viñoly, a remarkable design leader who was born in Uruguay, built a successful design practice in Argentina, and immigrated with his family to the US after the 1976 military coup d’état overthrew President Isabel Perón. As Rafael points out, “Immigration is probably
