Design is a verb
Design is not a department, it’s a discipline.
It’s a muscle that needs to be grown and maintained.
It’s something that is infused throughout an organisation or endeavour, not parachuted in.
It’s a verb, something you do, rather than a job title.
It’s understanding that many decisions you make are design decisions.
Design is not making something look pretty - that’s content creation, graphic work or art - true design is about bringing people together around certain shared principles to improve a situation.