What I feel missing in all of this is the discussion at the management and organizational level about design as organizational capabilities. Much of the discussions I see are taking place at the individual level - skills, methods, tools, and processes. We are not seeing much discussion around how to organize design organizations and its relationship with other functions in organizations. How can we embedded design activities together with other organizational activities? What type of design tools should we use together with other tools? What is the idea relationship between design, marketing, engineering and operation? How do we make business cases for design investments? What are the proper relationship between CEO and design group? Should we have Chief Design Officer, if so, where does he/she belong? What is the proper form of governance structure of design functions when there are multiple design capabilities throughout an organizations. Perhaps, exploring these questions will help us bring design closer to management.