Design is so critical it should be on the agenda of every meeting in every single department.

Peters is arguing that “design” is not a cosmetic afterthought reserved for product teams, but a core managerial discipline that should shape decisions across an organization—operations, finance, HR, customer service, and strategy. Putting design “on the agenda” of every meeting implies making user experience, clarity, usability, and the quality of interactions a routine criterion for evaluating work. The quote reflects Peters’s broader management philosophy: competitive advantage comes from excellence in execution and in the lived experience of customers and employees, not just from abstract strategy. It also reframes design as a shared responsibility and a continuous practice rather than a one-time phase at the end of a project.