Phil Gilbert: Making a 114-year-old, 400,000 person company care about design

Changing the culture of a 400,000-person company isn’t just hard—it’s the kind of transformation most leaders wouldn’t even attempt. But when Phil Gilbert joined IBM as General Manager of Design in 2010, that’s exactly what he set out to do. And remarkably, he had a lot of success. Visit our Substack for bonus content and more: https://designbetterpodcast.com/p/phil-gilbert Phil led one of the most ambitious design transformations in corporate history, hiring over 1,000 designers, creating IBM’s design thinking framework, and embedding a new way of working across nearly 180 countries. Now, with his new book Irresistible Change, Phil is sharing the blueprint for how he did it—and more importantly, how you can apply these lessons to your own organization. In this episode, we talk with Phil about treating change like a high-stakes product, why IBM’s transformation was opt-in rather than top-down, and what it takes to win over engineers who’ve spent decades deeply entrenched in a technical worldview. We also explore the design thinking bootcamp that became legendary within IBM, the intentional design of physical studio spaces, and what happened after Phil left the company. Phil’s insights aren’t just for those leading massive organizations—they’re for anyone trying to spark meaningful change, build enthusiasm without mandates, and create work that actually matters to the people doing it. Bio Phil Gilbert is best known for leading IBM’s 21st century transformation as their General Manager of Design. After selling his third startup to IBM in 2010, Phil was asked by IBM in 2012 to use design thinking, coupled with agile, to update how IBM’s teams worked. The transformation became the subject of a Harvard Business School case study, the documentary film The Loop, and feature articles in the New York Times, Fortune Magazine, Forbes, Bloomberg, INC and many others. Phil’s 45-year career spans startups, large corporations, and board memberships, where he has led organizations ranging from solo ventures to those with 400,000 employees. In 2018 Phil was inducted into the New York Foundation for the Arts’ Hall of Fame. In 2019, the State of Oklahoma (Phil’s native state) named him an Oklahoma Creativity Ambassador for his achievements in the world of creative thinking and innovation. Phil left full-time operational responsibilities at IBM in 2022 in order to focus on helping the next generation of entrepreneurs, business, and military leaders understand how to impact culture at scale, to improve innovation and team performance. Phil lives in Austin, Texas. *** Premium Episodes on Design Better This ad-supported episode is available to everyone. If you’d like to hear it ad-free, upgrade to our premium subscription, where you’ll get an additional 2 ad-free episodes per month (4 total). Premium subscribers also get access to the documentary Design Disruptors and our growing library of books: You’ll also get access to our monthly AMAs with former guests, ad-free episodes, discounts and early access to workshops, and our monthly newsletter The Brief that compiles salient insights, quotes, readings, and creative processes uncovered in the show. And subscribers at the annual level now get access to the Design Better Toolkit, which gets you major discounts and free access to tools and courses that will help you unlock new skills, make your workflow more efficient, and take your creativity further. Upgrade to paid *** If you’re interested in sponsoring the show, please contact us at: sponsors@thecuriositydepartment.com If you’d like to submit a guest idea, please contact us at: contact@thecuriositydepartment.com