Why Design Drives Business: Insights from Marriott and Gensler CEOs

Modern CEO brings a candid exchange between Jordan Goldstein, co‑CEO of Gensler, and Anthony Capuano, CEO of Marriott International, on why design drives business.

Design Drives Business: A CEO Perspective

“Good design is good for business,” says Goldstein, recalling the eight‑year collaboration that birthed Marriott’s Bethesda headquarters.

Goldstein notes that two decades ago CEOs asked only about construction costs; today they ask how spaces attract talent, spark collaboration, and become post‑COVID magnets. Capuano adds that architecture tells a story before a front‑desk agent can, delivering the “local and authentic” experience guests demand. The new campus replaces a sprawling million‑square‑foot low‑rise with a vertical hub where elevators and cafeterias become collision points for cross‑disciplinary ideas. Goldstein likens a well‑run hotel to a masterclass in design, every detail serving a purpose. Capuano recommends architects tours: “Walk the streets of Chicago by boat, stroll Vietnam on foot – compare notes with a partner and stay insatiably curious.” He cites that Marriott sends ↑ 10 to ↑ 11 delegates to Cannes each year, focusing on three strategic themes and emerging with a seven‑point plan. A recent Reuters survey shows ↑ 66% of event planners now value face‑to‑face meetings more than pre‑pandemic. Leaders who embed design thinking into workplace strategy can expect stronger talent retention and innovation pipelines. For CEOs eager to speak the language of architecture, start with city‑scale observations – airports at rush hour, stadiums on game day, hotel lobbies at sunrise – and note what works and what doesn’t. The takeaway: design is no longer an aesthetic afterthought; it is a strategic asset that fuels growth.

Words by Nathaniel Reed (Wealth Management Correspondent).