It is understandable that design wants a seat at the table in corporate decision-making. But designers need to find ways to provide value to clients without devaluing themselves. If we believe in the value of design for business, we need to be honest about the complexity, creativity, and uncertainty involved in great design. This means not cheapening design by reducing it to a mechanical process. It means casting a critical eye on ‘the research.’ It means accepting that the most important information is not always quantifiable.