Recent market reports make the business case for design. Yet, each falls short in defining the steps required to scale design for maximum impact within organizations. Demystifying how to scale the impact of design was the intent behind a recently completed user research initiative, called “Lead with Purpose.” This research, sponsored by the IIT Institute of Design and in partnership with Capital One, Ford, Google, Phillips Healthcare, Salesforce, and VMLY&R, establishes how to scale design operations within organizations. This report makes the case that design must become accountable for a function that organizations care about in order to circumvent the cycle of defending design’s worth and value, and thus the value and worth of you, as a researcher, at every turn. Come learn a framework for how you can elevate your organization to lead with greater purpose in its industry.