Design management is an area often overlooked - the spotlight is usually on design itself as an area of creativity and innovation.
Earl Powell, president of the Design Management Institute (DMI) in Boston, will be talking about the ultimate value of design management at the Business of Design Week.
Mr Powell says that, without strong direction, the design process can end up as a compromise.
'Leaders, managers and champions of design should re-frame their fundamental propositions to ensure design will thrive in the future.'
His presentation, Design Leadership and the Creative Spirit, will focus on how design managers can play a pivotal role in determining the success of their businesses.
The importance of design management still lacks recognition, Mr Powell admits.
'After 25 years of good work by the Design Management Institute, design management as a profession is still an emerging field,' he says.