Design’s New Deal | Figma Blog
Brian Chesky’s claim that designers can lead products—and even companies—has sparked debate about the future role of product managers. The article examines whether Airbnb’s design-led approach represents a broader shift or an overstatement of design’s independence from business and product strategy. Five leaders from design and product offer perspectives on how these disciplines should work together. ## Chesky’s Design-Led Vision - At Config 2023, Airbnb CEO Brian Chesky argued that designers are increasingly positioned to work alongside engineers rather than report to or be directed by product managers. - He suggested that designers can help drive products and, in some cases, lead entire companies. - The ultimate goal, in his view, is not organizational status but creating products that people genuinely love. ## Airbnb’s Near-Death Story - Chesky framed Airbnb’s transformation as a story of crisis, recovery, and growth shaped heavily by design. - His conversation with Figma CEO Dylan Field drew attention because it connected design decisions directly to business survival and post-IPO growth. - The talk generated strong reactions among designers, including the impression that Airbnb had eliminated its product management function entirely. ## The Debate Over Product Management - The article questions whether Airbnb’s example signals “the end” of the all-powerful product manager. - It cautions that public reactions may have exaggerated or misinterpreted Chesky’s comments. - Rather than presenting a simple design-versus-PM conflict, the discussion invites a closer examination of how responsibility, decision-making, and leadership are distributed across product organizations. ## Five Industry Perspectives The article brings together leaders from design and product to interpret Chesky’s ideas: - Julie Zhuo discusses the importance of deep domain knowledge. - Steve Johnson argues that design disconnected from business becomes mere decoration. - Sho Kuwamoto considers whether product organizations should favor creative work over layers of middle management. - Lenny Rachitsky explains why capable product managers remain difficult to find. - Yuhki Yamashita explores the value of embracing work in progress. The practical lesson is not that companies should abolish product management, but that design should have a stronger voice in product direction. Effective organizations likely need designers, engineers, and product leaders to share ownership rather than operate through rigid hierarchies.
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