My introduction to reporting out this newsletter was a conversation with Logitech CEO Bracken Darrell. He said a lot of interesting things on that call, but the general through line all boiled down to the notion that, in his estimation, as the business world continues to move at a neck-breaking clip and every company is in so many ways a tech company, business leaders and CEOs will need to be designers.

“I have this view that the world moves in marginal gains and a few bold moves,” he said. “That’s the way a company has to work. That’s how CEOs should be and leadership teams should be. They should be unafraid to change.”

Nearly every last CDO, CEO, designer, engineer or product lead I’ve interviewed since that call has shared a story about the aspects of discovery and transformation that come along with any design process. The stories weave together themes of empathy, curiosity, humility, humanity, and discipline. The details might come in the form of building out new features on an app, a website redesign, a new product line launch, leveraging technology to learn more about a customer, using design to increase access for marginalized populations, an effort to re-build or transform culture, and so much more.

Folks like Darrell have increasingly convinced me (and hopefully some of you, too) that design is not a singular silo within a greater org chart. It is not color, finish, or aesthetics. It is the fabric of innovation and strategy at any organization trying to move the needle for its customers and its sphere of influence in the world.

As succinctly defined by former president at Rhode Island School of Design Roseanne Somerson when I spoke to her for my first edition of Business by Design, “[Design] is the rigorous practice of analysis, strategy and innovation that often reframes problems to create new solutions. Think about something that works well, and then think about something that doesn’t work well. You’re beginning to think about a design process.”

Somerson’s sentiment is so simple, yet offers the possibility of infinite complexity and discussion.

That’s why Fortune developed Brainstorm Design, an event that pulls together thinkers, creators, business leaders, and designers from a wide range of industries to explore how design thinking and practice can be challenged and advanced. This year, participants include Logitech CEO Bracken Darrell and design-minded leaders and executives from Netflix, Walmart, Google, Stripe, Etsy, Chase, Uber, Dropbox, IBM, Ford, Salesforce, Pentagram, and more. The two-day event will involve round table discussions, one-on-one and panel interviews.