Business Thinking for Designers

• Perceived value – While difficult to calculate, perceived 
values have equal, if not more, importance than actual 
values. When customers or executives use terms like 
excellence, simple to use, or beautiful, these are all 
examples of perceived values. These values are less sticky 
and require a lot of clarification to understand. I’ve worked 
with plenty of stakeholders over the years who wanted to 
“just design it like Apple does” because they think it’s the 
most beautiful. 
Combined, these two categories reflect how customers 
and businesses expect to receive total value from products 
or services. Historically, designers focused primarily on 
perceived value. However, our business partners need us to 
focus on actual value as well. 
My friend Kara DeFrias shared an example of combined focus 
on the Hacking the Red Circle podcast. While at Intuit, she 

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pitched an internal TEDx event for employees. Though she was 
focused on providing a world-class experience, to secure the 
necessary funding from her leadership team, she connected 
the event to the core values of the company and created a 
worksheet to track each minute of the event to keep costs 
under control. This approach worked and in turn, created a 
one-of-a-kind event for the company called TEDxIntuit. 
Kara DeFrias from Intuit on connecting with cross-functional 
stakeholders (Watch online)
Including a quantifiable discipline can help us better anticipate 
the outcomes of our work on perceived values. This is 
important because every company has different levels of 
maturity for measuring value. Poor measurement means well-
intentioned people can make decisions that negatively impact 

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the business. An important aspect of our job is to increase 
the maturity around us and that starts by having a stronger 
aptitude for measuring value. I’ll cover this more in Chapter 
4, but know that when we measure our work, customers, 
employees, partners, and other stakeholders can better 
understand the benefits of the design approach.
The job of those “at the table” is to know how to create enough 
value for customers and actual value for the business to 
survive or thrive—and to make decisions that satisfy both. 
When the conversation at the table changes to actual value, 
designers often don’t have much to say. It separates us from 
other functions. But we can fix that.