I agree with most everything in this article. Indeed, we made the same point at Red Hat when we held a “Design Revival” (Red Hat is headquartered in the South, don’t you know). We made pencils (revision is the key to good design) that said “I am a designer.” embossed where the lead type is normally located. I get the universality of Design.
But I would add to this that one could say much the same thing by replacing “Design” with “Quality” and that would speak to the paradigm that Deming taught. Which was also transformative. And universal. Which, I think, speaks to a deeper truth: the better you can collaborate (due in part to greater shared values, shared knowledge, shared purpose) the better the overall result. Design is a powerful coordinating language. Quality is another.