Hey Reader

Many designers find themselves stuck in a cycle: they create thoughtful solutions but struggle to get buy-in from stakeholders. The issue often isn't the quality of their work—it's how they communicate their ideas to business leaders.

This week, I'm sharing insights from a conversation with Ari Zalmanow, a former police detective turned market researcher, about a communication framework that transforms how designers present their work.

His approach helps designers move from being order-takers to strategic advisors who speak the language of business. Read on for more.

In today's email:

• The POSTER framework breakdown - A step-by-step guide to structuring presentations that drive decision-making
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• Building quality through culture - Why lasting quality comes when the right path is also the easiest path
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• How AI is changing design management - Why fewer pure managers means more responsibility for individual contributors

Design gems of the week

• ​Championing Quality Through Culture: Quality isn’t added at the end — it’s built into systems and culture from the start. Trevor Rogers shows how strong processes and accountability turn speed and rigor into allies. The key: lasting quality comes when the right path is also the easiest.
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• ​You’re Definitely Going to Be a Manager Now: Julie Zhuo shows how AI is changing management: fewer pure managers, blurrier roles, and more responsibility for individual contributors. AI follows clear purpose, the right “people,” and processes—but doesn’t need empathy, making some tasks easier. Effective leadership today still depends on steadiness, adaptability, and building trust in an AI-driven era.
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• ​Build Strategic Influence as a UX Researcher: Join Ruby Pryor for a live session on boosting the impact of UX research. Learn frameworks for impact, how to communicate with executives, and key metrics to demonstrate value. Happening today @ 8:00 PM PDT I 30 min I Virtual (Zoom) I Free.​
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• ​The Founder’s Guide to Hiring Designers in 2025: Practical tactics for hiring top designers in a competitive market. Learn how to attract talent, leverage networks, evaluate skills, and check references early. Success comes from balancing craft with speed and showing design is a core company value.
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• Design Roles Worth a Look: New product design openings with exciting teams.
  ​Apple (Product Designer, iCloud Mail, Calendar & Contacts)
  ​Monzo (Senior Product Designer)​
  ​Jobber (Senior Product Designer, Platform Experience)​
  ​Sublime Security (Product Designer)

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Why your design presentations fall flat (and how to fix them)

Many designers struggle with a common challenge: their ideas aren’t gaining traction with stakeholders. Despite having solid design skills and valuable insights, their presentations fail to inspire action or drive decision-making.

The root cause isn’t technical competence—it’s communication approach. When designers present problems without clear solutions, or share recommendations without business context, they position themselves as order-takers rather than strategic partners. This communication gap limits their influence and career growth.

The tale of two designers

Imagine you’re a CEO and two designers are waiting to meet with you.

Designer A walks in, shows you a problem, and asks: “What should we do next?”

Designer B walks in and says: “We noticed problem A. We want to get to outcome B, and our solution is C. It will take X amount of time to solve this. The evidence supporting our position is Y, and the risks of action or inaction are Z.”

Which designer breeds more trust and gains your confidence?

You can be Bob, the bagel guy—the service provider the CEO asks for advice when ordering her morning bagel. Or you can be Michelle, the McKinsey consultant—the person the CEO turns to when the game is on the line.

Meet the POSTER framework

The POSTER framework is a communication structure that builds credibility, trust, and inspires action. Each letter represents a critical section:

P - Problem

Your problem statement should clearly define the issue and why solving it matters in a world of competing priorities. Don’t just describe what’s broken—explain why it deserves attention and resources.

O - Outcome

Paint the perfect future state without the problem’s existence. This isn’t an output like “deliver a research deck”—it’s a meaningful business outcome like “increase user retention by 15%.”

S - Solution

Your detailed action plan including who’s involved, specific tasks, and responsible parties. If something isn’t deliberately assigned to someone, it doesn’t get done. Include resources needed and progress measures.

T - Time frame

Clear timelines, deadlines, and milestones. Gantt chart visualizations work well here to show realistic expectations for reaching your outcome.

E - Evidence

Present the most pertinent evidence supporting your point of view. How do you know the problem exists? How do you know the outcome is realistic and achievable?

R - Risks

Outline risks of both pursuing and not pursuing your plan. Address what you’re doing to minimize these risks. “The risk of doing nothing is that churn increases by 10%” hits harder than vague concerns.

Speaking the language of business

To truly influence as a designer, you must connect your work to what businesses actually care about. There are five things every business prioritizes:

• Growth - Increasing revenue and profitability

• Value - Business value that translates to shareholder value

• Adaptability - Ability to respond to market changes

• Risk mitigation - Making intelligent decisions to avoid costly mistakes

• Speed - Moving faster than competitors

When writing your POSTER, explicitly link your problem and outcome to these priorities. Don’t leave the business impact implicit—make it crystal clear how your design work drives these outcomes.

Making your POSTER land

Your POSTER should be clear, concise, compelling, and credible. Remember these key principles:

Don’t bury the lead

Lead with your most important point. Your entire argument supports this lead, which should be your solution to the problem—the bridge to your desired outcome.

Practice makes better

The fear of presenting ideas this way is almost always worse than actually doing it. Start using POSTER today, even if you don’t share it initially. Use it to organize your thinking and build confidence.

From technician to strategic advisor

The difference between a technician and a strategic advisor is confidence and competence in business communication. When you deliver counsel like a consigliere—thinking strategically about problems and presenting solutions that drive business impact—you transform how stakeholders perceive your value.

Don’t ask for permission to use this framework. Ask for feedback. Start implementing POSTER in your next project brief, design presentation, or stakeholder update. Present your point of view clearly and let decision-makers decide.

The cost of staying Bob

What happens if you don't level up your communication? Inefficient communication costs businesses money and limits your career growth. You'll spend more time in meetings trying to explain things, have less perceived value from peers and leadership, and miss opportunities to influence important decisions.

Most importantly, you'll contribute to the erosion of diverse perspectives. You have unique insights and opinions that businesses need to hear. The POSTER framework ensures your voice is heard in a way that drives action.

Remember: You're not just a designer who makes things look good. You're a strategic advisor who solves business problems through design.

Start communicating like one.

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