Ching argues that design is not merely an aesthetic consideration but a strategic tool that should be embraced by every function within an organization, especially in large corporations. He demonstrates how strategic design leadership can be applied to risk management, sales performance, governance, user experience, and brand perception, ultimately driving significant change and delivering tangible results.

By showcasing the versatility and value of design as a catalyst for achieving strategic objectives, Ching challenges traditional notions of corporate decision-making and presents a compelling case for why design deserves a seat in the C-suite.