What is design?

Design is about influencing outcomes. Design is not making something look pretty, it's about bringing people together around certain shared principles to improve a situation.

Design is a verb - it's something you do, rather than a job title. It's a muscle that needs to be grown and maintained.

Design is not a department, it's a discipline. It's something that is infused throughout an organisation or endeavour, not parachuted in.

Design is understanding that many decisions you make are design decisions. To design is to decide.