A designer's success stems not from being assigned glamorous projects, but from her ability to transform challenging tasks into exciting opportunities through enthusiasm and creativity. The article encourages designers to take initiative, actively engage with their work, and create their own opportunities instead of waiting for the "shiny" projects to come their way.

Jacek Utko, a former architect turned newspaper art director, transformed the declining newspaper industry through innovative design, increasing circulation and ad revenue significantly. His approach involved treating the entire newspaper as a cohesive work of art, which re-engaged readers and proved that strategic, user-focused design can revitalize businesses. Utko's success demonstrates the profound impact of design in driving innovation and value across industries.

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.