User experience (UX) design has its roots in ancient architecture, evolving from Roman amphitheaters to modern digital interfaces. The article highlights the importance of user-centered design and the need for organizations to integrate UX into their strategic processes to enhance overall experiences.

Strong design principles should be clear, opinionated, and grounded in meaningful debate, starting with the question "versus what?" This approach helps teams establish true governing documents that align their work and facilitate accountability throughout a project's lifecycle. By critically evaluating principles, teams can ensure they are strategic choices that genuinely reflect their values and goals.

Design is rapidly evolving due to AI, which is automating many tasks traditionally performed by designers. Design leaders must proactively shape the future of their teams by embracing AI tools, redefining roles, and fostering a collaborative environment to remain valuable in a changing landscape.