Matthew Holloway addresses the Five Challenges of Design-led Organizations. In 2004, SAP founder Hasso Plattner asked that the Design Services Team be created within the Office of the CEO so design could be established as the third leg of the company's strategy; learn about the obstacles and rewards faced by the team as its has earned its place in the board room.

Matthew Holloway is Vice President, Design Services at SAP. The Design Services Team works with the Office of the CEO and the SAP Executive Board on strategic initiatives. It is chartered with helping all of SAP adopt a design thinking approach in the development of our products and services. Prior to joining SAP in 2005, Matthew held design management positions at various Silicon Valley companies including Apple, Netscape, and WebMD. As a private consultant he worked with an array of clients ranging from early stage start-ups to larger enterprise companies such as Cisco and Microsoft. Matthew has also taught courses on design at Stanford, the Royal College of Art and University of Malmo.