The Power of Managers and Individual Contributors in Design

The Power of Managers and Individual Contributors in Design

In the world of design, the roles of managers and individual contributors (ICs) are often seen as separate and distinct. However, there is a growing understanding that these roles are not mutually exclusive. In fact, managers with strong execution skills can be incredibly valuable mentors for designers, helping them solve difficult problems and providing guidance for their growth.

One of the key aspects of management is the ability to focus on people and their development. The best managers are skilled in mentorship, growth, performance management, and motivation. However, in a tech organization, managers also play a crucial role in goal setting, strategy development, and planning. This means that staff and principal designers should also be involved in these discussions, as they are responsible for executing and delivering on the strategy.

Senior ICs, in particular, have a unique perspective and often have more bandwidth to contribute to strategy. They are closer to the work and can provide valuable insights and input. By involving ICs in strategy discussions, organizations can tap into their expertise and ensure that the strategy aligns with the realities of the design process.

One way to find the right balance between leading the work and leading the team is to focus on the blend of leadership and execution skills. The most influential managers and ICs often have a combination of these skills. ICs with management skills, such as process understanding, cross-functional alignment, and goal setting, can take on complex projects and deliver excellent results.

When considering the choice between management and IC roles, it is important not to see it as a permanent or black-and-white decision. Instead, focus on the experiences you need or want to have for your growth and then decide on a path. It may even be worth exploring the possibility of creating your own unique role that combines elements of both.

To support someone's growth, it is essential to understand their goals, motivators, energizers, and drainers. Building a skill set beyond craft is crucial for holistic thinking and strategic influence. Sitting in on strategy meetings, owning a team process, seeking leadership coaching, and finding a mentor who models strengths in areas where you want to grow are all valuable steps in this journey.

On the other hand, experience design is a powerful tool for marketing. Great experiences naturally lead to people talking about them. Humans have a strong desire to be the bearer of new information, and they are quick to share their stories about new restaurants, movies, or products. This word-of-mouth promotion is incredibly valuable for businesses, as it leads to exponential growth.

Companies often hesitate to radically change something that is already selling well. This "innovation aversion" can sometimes cause products and even entire companies to become obsolete. Instead, they focus on iterating and slightly improving successful products over time. This approach ensures that the product remains profitable while still providing a great experience for customers.

Referrals are the most important indicator of a successful business. When customers refer a product or service to their friends and family, it is a clear sign that the offering is remarkable. People trust recommendations from their loved ones and are more likely to try something based on these referrals. In contrast, overt marketing and sales tactics can be transparent and turn consumers off.

Humans are wired to talk about experiences. Nobody likes being sold to disingenuously, and consumers quickly mark persistent marketing efforts as spam. Instead, they prefer trusted recommendations from friends and family. When a product or service is truly exceptional, it spreads like wildfire through these trusted networks. People are willing to share with others simply for the sake of expression and the joy of sharing something great.

In conclusion, the roles of managers and individual contributors in design are not mutually exclusive. Managers with strong execution skills can mentor designers and help them solve complex problems. Likewise, involving ICs in strategy discussions can provide valuable insights and ensure alignment with the design process. When it comes to marketing, great experiences are gold. People love to talk about remarkable products and services, and these word-of-mouth referrals are the most powerful form of promotion. By focusing on providing exceptional experiences and building trusted networks, businesses can achieve real growth.

Actionable Advice:

1. Embrace a blend of leadership and execution skills. Develop a strong understanding of both aspects to excel as a manager or individual contributor.
2. Seek experiences that contribute to your growth. Don't see the choice between management and IC roles as permanent or black-and-white. Focus on the experiences you need and want to have.
3. Build a skill set beyond your craft. Think holistically, strategically, and seek opportunities to have more influence. Sit in on strategy meetings, own a team process, and find a mentor who can help you grow in areas where you want to excel.