I sat down with Lisa Gralnek, Managing Director for the U.S. and Global Head of Sustainability and Impact at iF Design. She also hosts Future of XYZ podcast. We talked about awards, values, and the hard work of keeping design honest.

Here is what matters.

iF Design is not a new project. It started in 1953. It is a nonprofit in Germany. The award is large, global, and serious. Entries come from scores of countries each year. Jurors come from real jobs, heads of UX, design chiefs, leaders who ship. The process runs in two stages, an online cut, then an in-person review in Germany. Every entrant gets a score map, even those who do not advance. Idea, form, function, differentiation, and sustainability. That last one is now a fifth of the grade. This is rare. It makes the feedback useful, not fluff.

Why enter at all? Because clear, external critique is hard to get. Because you learn where you stand in your field. Because a public win travels, and a public loss still teaches. Most award mills take the fee and send a badge. This one sends a readout you can act on.

iF is pushing into the U.S. now. Lisa was hired to build that bridge. The brand is known in Europe and Asia. Here, less so. Growth has been slow and careful. Small budgets. More community than ads. More teaching than hype. They launched the iF Design Academy to share what the field has learned, and to help designers learn what schools often skip. Personal leadership. real future literacy around sustainability and new tech. most of all, business fluency.

That last point hit home. Designers have too often ceded the boardroom by speaking only in color and taste. If you want a seat, learn gross margin, capex, payback, risk. Learn to defend a choice with numbers. Learn to change a choice when the numbers say you should. Beauty without a model does not survive a budget review. Beauty with a model can.

Values are the spine of the institution. Lisa was blunt. iF holds to impact and excellence. It funds student and social prizes. It set up rules to keep quality high when volume rose. It added an early round to filter weak entries. It made sustainability part of the score. This is how you stay on course in a long life. You write the rules down. Then you keep them when it costs.

We talked about AI. I asked the old question, what happens when a prompt can spit out a chair in a famous style in minutes. Lisa did not hand wave. The path is clear. Use AI where it is a tool, drafts, planning, research. Keep the human where it counts, framing, taste, judgment. Keep your scope tight. Be open about how you used the tool. Add safeguards. Do not let your work flatten into sameness. AI can speed the task. It cannot carry the meaning.

Brand work came up as well. How do you grow something that feels faint in a loud market. You tell the truth about what you do. You back winners with real exposure. You bring jurors and teachers into the tent. You keep showing up. It takes time. That is fine. Things that last usually do.

If you are a founder or a head of design, here is my ask. Enter where the feedback will help you ship better, not where a sticker will pad a deck. Write your team’s values in plain English. Share a code of conduct with clients. Teach your designers the language of money and risk. Teach your leaders the language of people and care. Use AI with a plan, and say what that plan is. Build a product that can face a jury and a P&L, and still feel human.

One more note. The iF site holds a record of winners back to the mid-fifties. Spend an hour with it. You will see a clear line from then to now. Form, function, care. Dieter Rams stood on their stage and reminded a full hall that designers have a duty to make the world better. That is not a slogan. It is a job description.