Design: The Ultimate Problem Solver (aka Winston Wolf)

As someone who’s spent over 25 years immersed in design, I’ve come to understand something that often gets overlooked: design is not just about aesthetics, optimizing user flows, building brands, or crafting sleek interfaces. Design is about solving problems—quickly, efficiently, and with a unique combination of creativity, business understanding, and technological know-how.

If you’re familiar with Winston Wolf, “The Wolf” from Pulp Fiction, you’ll know that solving problems can be a messy and unorthodox business. The stakes are often very high, which makes trust and reputation paramount… As is good coffee and plenty of linens, towels, and blankets.

Throughout my career, I’ve found myself becoming the “problem solver”—the person teams call on when things are on fire. Big problems. Messy problems. Urgent problems. There was a time when I struggled with being known as the go-to problem solver. It impacted my day-to-day work, distracted from my current deliverables, and didn’t always align with the goals set for my role.

The problems never came with a “pretty please.” They didn’t pause deadlines or lighten my workload. They were chaotic, and yet the realization that I was top of mind in these critical moments became invaluable to my sense of worth and confidence in my ability to handle the heat.

“If I’m curt with you, it’s because time is a factor. I think fast, I talk fast, and I need you guys to act fast if you wanna get out of this. So, pretty please… with sugar on top.” - WW

Design as the Wolf

Designers possess a unique skill set that allows them to not only understand the problem at hand but also collaborate effectively with both business and technology to solve it. We can communicate complex ideas, test hypotheses, and co-create solutions—all while working alongside seasoned cross-discipline leaders.

This is why processes like design sprints are so powerful. They allow teams to test out ideas, prove a feature or an approach, and iterate—all without wasting time, money, or resources building something that ultimately isn’t needed or loved. It’s the ultimate form of efficiency: solving the right problem in the right way as quickly as possible, using minimal resources.

While this may feel like a niche skill set, it’s not. It’s something inherent to design. Designers have the tools, methods, and mindsets to handle fire drills effectively. We know how to think critically, communicate strategically, and create solutions that work.

Being Lost in the Pack

However, over time, design as a discipline has sometimes isolated itself. We’ve built a vocabulary that can be unclear, processes that feel disconnected from day-to-day business operations, and we often pitch work that doesn’t always demonstrate immediate value (e.g., design systems).

These actions have slowly built walls around design. Walls meant to insulate and protect designers from the chaos and complexities above. But in doing so, we’ve created poor visibility for those leaders searching for trusted problem solvers in a pinch.

Even as we chant near unionized rally cries for “customer-obsessed” or “design-led,” many fail to recognize the state the enterprise is in and how design matters more now than ever. Artificial intelligence models and tools offer immense potential, but true value comes when they are paired with the creative thinking and unique minds that design brings to the table.

“It’s about thirty minutes away. I’ll be there in ten.” - WW

Embracing the Wolf

So, when your team faces its next fire drill—whether it’s a customer issue, a feature that’s falling flat, or a product that’s missing the mark—think of design. Think of the designers on your team. They’re your problem solvers, your Winston Wolf.

And trust me, they’ll thrive in that role.

Wade Forst, call me Winston.