The designer's secret weapon

With over two decades of experience in the design trenches—from advertising and graphic design to product design and design leadership—I've seen countless trends come and go. But one skill remains the undeniable quality that separates a great designer from a good one: storytelling.

It’s easy to focus solely on the craft: the perfect pixel, the elegant wireframe, the stunning visual identity. However, your technical skill is only half the battle. If you cannot effectively communicate why your design matters, it will sit on a shelf, unused and unloved.

You Are Not Just a Designer, You Are a Salesperson

Think of yourself as a car salesperson at a dealership. That person isn't just pointing out the engine specs; they are painting a picture of freedom, of family trips, of turning heads. They are selling a dream.

As a designer, you must learn to sell your design with the same conviction. This means moving beyond simply describing features. You need to tell the story of your design from the customer's perspective:

• What problem does it solve for them?
• How will it make their life easier, happier, or more productive?
• What is the emotional journey it takes them on?

When you do this, your design becomes more than just an artifact—it becomes a solution with a compelling narrative.

The Mentor’s Mandate: Learn to Win

I've mentored many young designers, and my advice is always the same: quickly learn this skillset. Don't wait until you're a design leader to start studying the art of persuasion.

If you struggle with speaking about your work, start by studying those who are successful. Watch your colleagues in meetings, or find design leaders and communicators on YouTube who inspire you. Try to mimic and copy how these successful storytellers structure their arguments and successfully win buy-in.

It’s a process. You won’t be perfect on day one, and I'm still learning myself. I find watching talks on design principles and passion invaluable for continuously improving my own communication style.

The Bottom Line
Designers are, fundamentally, storytellers. Don't just be brilliant at the craft; be brilliant at speaking about your craft. Your ability to weave a narrative around your work will not only help your designs get built but will also ensure that you stand out and build a remarkable career.