George Bull, Executive Design Director, Foolproof

He leads a team of UX, visual, and content designers across global product studios, ensuring that design strategy and execution are human-centred, creatively rigorous, and deliver business value. He helps clients run design at scale and build tight-knit, multidisciplinary teams that deliver successful products.

Over the past 20 years, he has worked mostly in agencies across brand, product, and marketing, supporting both large and small brands in nearly every sector. He is a strategic doer—the messy work of bringing a great idea into the real world—and a certified executive coach (Co-Active Training Institute).

Advocate for Design in Business Terms

Design leaders are often expected to influence business decisions without being given a shared language to do so. This course focuses on helping designers and design leaders translate design thinking, quality, and user value into terms that resonate with business stakeholders.

The session centres on advocacy, not persuasion tricks. Participants learn how to frame design work in relation to business goals, risk, outcomes, and trade offs, especially in environments where design is still seen as a service rather than a strategic partner.