We are immersed in a VUCA world – Volatile, Uncertain, Complex, and Ambiguous – where constant geopolitical changes, along with economic, climatic, and social shocks, push modern leaders toward the pursuit of new clarity and skills.

It is no longer enough to balance the books; leaders must guide businesses through different contexts, respond to stakeholder demands, and ensure vision and operational flexibility.

In fact, the companies that have managed this change best so far are those that have always adopted an agile approach to their decision-making processes.

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For Italian SMEs, (Editor's note: his applies to any SME, I decidet to focus on the Italian ones since they are 99% of the companies in the country) Strategic Designers represent the winning card to remain competitive.

Therefore, they should not be relegated to secondary consultancy roles but should have a seat at the top levels of production processes.

These are professionals with multidisciplinary training, combining design, economics, and business management. This mix of skills makes them capable not only of designing products or services but also of defining innovative, sustainable, and flexible business strategies.

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Their work begins with analyzing processes and the context in which the company operates, identifying inefficiencies and opportunities for improvement.

Often, it is not just about optimizing a single department but rethinking the entire organization to operate more integrated and customer-oriented.

Due to their hybrid nature, they act as facilitators and “conductors,” coordinating various company teams and involving them in workshops and co-creation sessions.

These sessions integrate the skills (and needs) of each department.

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These multifaceted activities lead to the birth of a new design culture, where every internal process can be improved through an approach aimed at reducing waste of time and resources.

The goal is not to find definitive answers, which could not exist in a VUCA context, but solutions that can evolve and adapt. In one word: flexibility.

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Strategic Designers do not approach their field in its most classic sense – artistic, graphic, or architectural – but consider it a means to reduce implementation times for new ideas, facilitate internal innovation, break down company silos, and create a value chain capable of reacting swiftly to market changes.

With their expertise, they provide a unique perspective on creating goods and services, identifying how and when to apply new technologies and sustainable practices.

The product is designed and realized as the result of a broad ecosystem, where its impact on people’s lives, associated marketing, and ancillary services to extend its lifecycle are considered from the outset.

This creates true added value for customers.

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Strategic Designers are agents of transformation, making SMEs more agile and resilient.

These professionals become catalysts for change and, through a shared vision, enable business leaders to be more accountable, skilled in responding, and ready to drive success in a constantly evolving world.

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