A top design executive is calling out his own industry for pretending creative work is business strategy. Wybe Magermans, who runs strategy at a major design firm, says too many agencies are fooling clients into thinking pretty designs solve deep business problems.
Magermans argues that real design isn’t about how something looks – it’s about how people actually live and work with it. He’s worried that design companies are overselling themselves as strategic consultants when they should focus on what they do best: making things that work well for real people.
The Pretty Problem
The issue started when design agencies began competing with big consulting firms like McKinsey. Instead of just creating logos and websites, they started promising to solve complex business challenges. Magermans says this often leads to expensive projects that look impressive in presentations but don’t actually help companies grow.
He believes the creative industry is at a turning point. Clients are getting smarter about what they really need, and AI tools are making basic design work cheaper and faster. This means human designers need to focus on understanding people and solving real problems, not just making things look good.
What Comes Next
Magermans predicts design firms will split into two groups: those that admit they’re creative services, and those that truly understand business strategy. The ones that survive will be those who can prove their work makes a real difference in people’s lives, not just in boardroom presentations.
