Closeness Over Cleverness

They’re built—carefully, collaboratively, and with intent. Somewhere along the way, I stopped chasing the “perfect idea” and started leaning into the relationships around it.

A successful product isn’t born from cleverness or aesthetics alone. It’s the result of deliberate choices—small ones, made close to the work. Sitting in the same room. Being in the thread. Knowing the tension behind a decision. When you’re embedded in the business strategy and in the team’s daily rhythm, something shifts. You don’t just design the interface—you influence the outcome.

I’ve led projects both as an external partner and as an internal lead. The difference isn’t talent—it’s proximity. When a design team has context, trust, and ownership, they make better calls. They move faster. Waste less. The work reflects the culture behind it.

This is why I’ve come to value embedded design leadership more than anything else. It creates space for clarity, shared language, and thoughtful pacing. It’s not flashy—but it works.

Strong brands don’t happen by accident. Neither do healthy teams.

It all begins with being close enough to care.