Controversial opinion alert 🚨

As much as I love design, I have to agree with Don Norman that what we do is not the most important part of what a company is doing.

So then what is?

For each company, the answer may differ. But I don't think it's going to be owned by any single department or job title.

The most mature designers recognize that sales, marketing, development, support, finance, and all of our peers are doing work that is equally important.

Unfortunately however, design is frequently undervalued at most companies.

This leaves many designers feeling the need to over communicate their value and what they can offer.

They simply want to be respected and allowed to do their job like every other department.

In the end, mature company's recognize the value design brings, and mature designers recognize the value everyone else contributes.

What are your thoughts?

What is the most important part of what a company is doing?