What happens when a 40-year design veteran takes you behind the curtain of corporate design culture? Robert Powell, the self-styled "Grand Poobah of UX" and former design analytics leader at Shell, delivers a masterclass in authentic design leadership that cuts through the noise of typical design discussions.Powell's journey from creating early gaming software on 16-bit computers to building theatrical props for Doctor Who represents the multidisciplinary foundation that makes exceptional designers. But it's his candid assessment of corporate design culture that proves most valuable. After joining Shell as a "secret shopper" to evaluate their design practices, Powell helped build what he describes as a dream environment – not a department but a genuine community where designers were empowered to push back, teach, and deliver meaningful work.The dismantling of this successful design culture by accountants provides a sobering lesson about organizational priorities. Yet Powell remains optimistic about what good design looks like and how it can be rebuilt. His perspective on artificial intelligence is similarly nuanced – seeing enormous potential when AI removes mental heavy lifting for designers, but warning against using it "not as a tool, but as a replacement to human beings to maintain the status quo." As he aptly notes, "If your definition of success is doing exactly the same, just cheaper, that translates to failing cheaper."Perhaps most valuably, Powell challenges the industry's obsession with tools and sector experience over fundamental design thinking abilities. "Design is not aesthetics," he asserts. "Design is the process that delivers a solution." This principle applies whether designing for Mandalorians, Victorian lamps, or digital experiences – understanding the user's needs transcends specific tools or sectors.Ready to rethink your approach to design leadership? Listen now to gain insights from someone who's survived and thrived through four decades of design evolution.DHABA Brewed slowly. served warmly. crafted with care

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