Design is shrinking the gap between what a product does and why it exists. Designing is not just about picking the right font or gradient. Stop thinking about design in terms of wire frames or visual style; it is about the product as a whole. Designing is figuring out the purpose of your product and how you orient everything else around it. And that means that everyone within a company plays a role in the design process. And that means that everyone in a company needs to learn design literacy. It’s a hard task. Everyone tells their MBA-wielding friends that they should learn to code: “Anyone can do it,” or “It’s going to be the new literacy.” People think code is the basis of a working product. But what about design? How often are people told that they should “learn to design”?