Panel discussion
Lea Baudner (host),Eva Laanemaa (Magnum), Mailis Alt-Adamson (Estonian Railways), Dominykas Karpovič (The Critical), Steve Rawling (Author storyteller tactics) (speakers)
This panel challenges whether design truly operates as a strategic asset or remains a cost center when economic pressure increases. Framed by the current business climate, the discussion challenges how design is defined, measured, and understood by executives. Panelists will explore where design creates measurable economic value, why it is often questioned during budget cuts, and what evidence builds leadership trust. The conversation also addresses AI’s impact on design economics and what must change for design to hold lasting strategic influence.