Sentido: Finding Sense and Purpose in Design Leadership

Part-memoir, part-guidebook, an inspiring account of the power of design, diversity, and sisterhood from a seasoned design leader.

Sentido chronicles strategic designer Alison Rand’s journey as a multi-ethnic woman from New York City—NuYorican—through a male-dominated, largely white corporate world to becoming a design leader. The book—which derives its title from the Spanish word for “sense” or “to make sense of”—offers practical insights and inspiring stories about the importance of embracing and celebrating one’s personal and professional experience. A pathbreaking guide for aspiring leaders, particularly women and underrepresented minorities, it showcases how empathy, creativity, and iterative problem-solving can be powerful tools in navigating—and excelling in—corporate environments.

Rand offers a compelling and inspiring account of how she navigated personal and professional challenges throughout her life, from losing her mother to breast cancer at 16 to battling the stagnation, sexism, and the micro- and macro-aggressions she encountered in the workplace. Throughout the book, she explores the vital importance of resilience, humility, and the power of instincts, providing readers with pivotal and actionable lessons.

Written with broad appeal, Sentido is a must-read for anyone interested in exploring the intersection of technology and society. Whether you are a Gen Z corporate worker, an identity-conscious millennial, or a genX’er seeking relatedness, inspiration, and representation, this book will empower you to find confidence in your voice, experience, and contributions, while also helping you become a more empathetic ally for the underrepresented in today’s corporate and professional work spheres.

Cover and interior illustrations by luna eve.

Alison Rand is a seasoned leader in design and organizational culture transformation and a passionate advocate for women’s health.