If you're explaining anything to C-Suite executives rule #1 is be respectful and aware of their time. Be concise. Know your stuff. Get to the point. To help being on point with your message, nothing will work better than a quick metaphor and/or a story with a real business impact. Pick something relevant and real. Show how design solved a real problem. Also, C-suite execs won't like a meeting that goes off the rails. One way to avoid that is act like a lawyer. Ensure you know what will be discussed before you enter the room. Find an ally, get their read, and stack the deck. This isn't manipulation, it's planning ahead and being respectful of everybody's time.

To explain software design to C-suite executives, connect it directly to business outcomes. Highlight how strong design drives revenue growth, reduces costs, and supports scalability. Use analogies, such as comparing it to a building's foundation that ensures stability and adaptability. Show how poor design increases risks like downtime, costly technical debt or customer dissatisfaction, while good design enables faster product launches and competitive advantages. Use data and case studies to demonstrate ROI and emphasize the customer impact, such as improved satisfaction and retention. Focus on how investing in design aligns with strategic goals and long-term success.

You can generalize this to C-suite communications regarding any technology (not just software design, although design matters most usually): Treat it like an investment discussion without the "diversify the portfolio" stuff that not-so-strategic investors get away with. The outcome should match and bolster the strategic goals established by the strategic leadership team. The intended outcome is the result you should be discussing the most. Intention is critical for design. Talk about ROI from the customer perspective (or equivalent end-user perspective). What is the magnitude of improvement? If it's an incremental improvement, talk about the volume of dollars expected to increase (or cost reduction) and how it scales according to use cases.