The Design Thinking market is growing and Logitech's ex CEO Bracken Darrell credits it with increasing shareholder returns 10 times.  But, Design Lead Caoimhe Kelly believes Design Thinking doesn't fully encompass what a designer does. She says that to invent a new product or launch a venture, a 5 step design process from a business book isn't enough. Listen to this episode to learn: Why the designer skill set is most like the CEO skill set Why the Design Thinking process, as described in business books, isn't enough to understand what designers really do How to balance competing demands: what to do when customers, investors, and sales teams all want different things Join our January program & have your best year yet: Design for Growth  Resources mentioned in this episode: McKinsey: Are you asking enough from your design leaders? ---  Join the Tech for Non-Techies membership and succeed in the Digital Age.  Tech for Non-Techies clients  Reach senior leadership positions in Big Tech firms Lead digital transformation in established businesses Create tech businesses as non-technical founders Pivot into careers in venture capital We love hearing from our readers and listeners. So if you have questions about the content or working with us, just get in touch on [email protected]   Say hi to Sophia on Twitter and follow her on LinkedIn. Following us on YouTube, Facebook, Instagram and TikTok will make you smarter.