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Why I Wrote the Executive Playbook for Design Leaders
Filling the Uncharted Void to Equip the Next Generation with Influence and Confidence.
Sally Grisedale
October 09, 2025
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That moment, when I learned my early design work on mobile software in India for Apple had inspired a colleague to pursue a career in UX, became the spark that defined the purpose of my book. After spending 29 years navigating the journey from Apple's labs to leadership roles at Yahoo and Meta, I realized there was a huge, uncharted void: a lack of guidance for those ready to leap from design management to the C-suite.
That's why I wrote Leading by Design to fill that gap, giving the next generation of aspiring design executives a practical playbook I wish I'd had.
🌟 The Ripple Effect of Design Work
In March of 1997, I was a guest speaker at Carnegie Mellon University (CMU), where I presented my work on mobile software for midwives in rural India. It was an honor, but I assumed that was the end of the matter.
Eight years later, while having dinner with Yahoo colleagues in Beijing following a conference we’d co-sponsored, one person mentioned having attended that CMU symposium. They explained that seeing our work—specifically how we used a user-centered design process to develop mobile software for healthcare nurses—had directly inspired their career in User Experience Design (UXD).
That powerful realization, that our work creates deep, lasting career impacts, is what shifted my perspective and fueled my purpose to do more.
In the intervening years, I went from the future-focused labs at Apple to a sudden reset after Steve Jobs’ return, a visa cliffhanger, and personal loss.
I soon found myself at Excite!, then on the rocket ship that was Yahoo, where I joined as the first design manager. I helped build a team that supercharged media services, driving serious revenue and climbing market ranks. This intense period propelled me from an individual contributor to a Senior Director, navigating layoffs, visa battles, and the ever-evolving tech landscape.
Growing up in rural England in the 1980s, the idea of leading UX teams in Silicon Valley was utterly foreign. I nearly said no when Apple called on the eve of my graduation to join their Advanced Technology Group. But destiny intervened, launching me on a 29-year journey through Apple, Yahoo, Meta, and various startups, culminating in my international executive coaching practice for creative leaders.
🛠️ Your Practical Playbook for Executive Influence
That experience in the Beijing restaurant revealed the undeniable need to guide the next generation of creative leaders who are driven by the belief that good design is good business.
Guidance for individual and design manager roles is plentiful, but the path to executive design leadership is largely uncharted. I wrote this book to fill that void. Having reached the executive level myself, I realized that sustaining the role requires an unwritten set of skills that move you beyond tactical thinking.
My goal is to equip ambitious, aspiring creative leaders with the confidence, influence, and practical strategies needed to not only secure the top job but to truly excel in it.
What You'll Master from Reading the Book
Business Acumen: Many design leaders struggle to explain the business impact of their work. This chapter eliminates that struggle by revealing how the C-suite truly perceives design and which key business metrics matter most. Learn to leverage these common tech metrics to your advantage, allowing you to speak truth to power and articulate the clear Return on Investment (ROI) your team drives for the bottom line. You can download this chapter for free using the QR code at the end of chapter 6.
Strategic Positioning: Learning to strategically position yourself and build strong, essential relationships with cross-functional partners.
Political Savvy: Practical strategies for building alliances, neutralizing saboteurs, inspiring fence-sitters, and channeling the energy of provocateurs.
Expert Insight: The book is enriched by the journeys of seven exceptional executive thought leaders (from companies like Artefact, DocuSign, Uber, Myriad Genetics, Icomera, Remitly, and Asana) who generously shared their ascent to executive leadership.
📢 What Tech Executives Are Saying
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Reviewed by MV, in the USA on Sept. 29, 2025
"Leading by Design is a game-changer for tech design professionals gunning for executive spots... she focuses on nailing interviews, measuring impact, and crafting a killer personal brand. Love the data-baked strategies that bridge creative skills with C-suite savvy."
"A reflective and insightful guide for aspiring technology leaders... Rather than presenting rigid rules, it offers a flexible 'playbook' rich with practical advice... Highly recommended."
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Reviewed by Richard Mellor in the UK on 19 September 2025
“I connected with so much of it, prompting me to reflect on key moments and lessons from my own career path. If you aspire to become a tech leader and wish to make a meaningful impact by demonstrating empathy, adaptability, and prioritising people, this book is highly recommended.”
⭐⭐⭐⭐⭐
Reviewed by Joe Miller, in the USA, on September 23, 2025
“Her authentic storytelling and framework, supported by inspiring interviews with notable leaders, deliver both guidance and motivation. Reading this book felt like a masterclass in effective leadership. It’s a must-have for anyone serious about growing as a leader—I’ll be recommending it widely.”
✅ Call to Action: Take the Next Step in Your Career
Get Your Copy: Purchase "Leading by Design: The Insider’s Playbook for Tech Leadership" on Amazon today and begin your transformation into a confident, impactful executive.
Download a Free Chapter: For a deeper look at what drives the C-Suite, download your FREE Chapter 6 on Metrics for Design Leaders right now! [Link to Free Chapter 6 Download Here]
Share Your Insight: If you've already read the book, please consider writing a review on Amazon. Your feedback is crucial for helping aspiring leaders find their playbook! 🙏
That’s it for this week!
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With ❤️ from Sally
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