Design has become a core value in companies large and small, with excellent in-house design teams competing with agencies for creative talent. Designers are no longer just focused on creating visually appealing products, but also on understanding the business and making strategic decisions to drive success. Great design is not enough to solve a broken business model, and designers must have four key skills: knowing where to dig, getting dirty, pumping in fresh data, and taking big leaps. These skills allow designers to take a riskier approach, focusing on the core of companies rather than just surface-level design. With this shift, designers can now play a more significant role in shaping the success of their companies.