Earning Change. By Design.
I help leaders build programs that earn commitment—not mere compliance—for the changes this era demands.
Recognized by the NYT. Documented by Harvard. Delivered live.
Phil Gilbert’s transformation of IBM — 400,000 people, 180 countries, no mandate — is one of the most studied culture change efforts in business history.
The approach he built, documented in Irresistible Change® and a Harvard Business School case study, is now available to your organization — as a keynote, an advisory engagement, or an intensive leadership bootcamp.
See Phil in action in this three-minute reel.
https://www.youtube.com/watch?v=4XrOo0h_Tg8
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Sustained vs. Immediate Competency
In this conversation with Dave Stachowiak, Phil talks about the tension between imparting deep versus broad competency in the early stages of a transformation, and how one is more likely to lead to lasting success.
Irresistible Change:
The Book
Irresistible Change, Phil’s book documenting the historic transformation of IBM into an entrepreneurial, human-centered organization. Every decision. Every outcome. And every learning. This playbook offers tactical advice for any transformation initiative, from Design to AI.
No mandates, only opportunities
“There are only a few instances in business life when a single person is truly responsible for a seismic event, a massive realignment, or other significant breakthrough of any kind.
“Yet, even with all caveats in place — including the partners, teams, systems, and key alliances required for success — it’s hard to argue that Phil Gilbert was not the clear architect of IBM’s remarkable decade-long transformation to a design-forward, innovation-focused global force.”
Phil Gilbert on Leadership As Love
Under Phil’s leadership, the legacy computer brand has resurrected and expanded its pioneering design program and transformed itself into a nimble, forward-thinking company.
“Design thinking gave me permission to think that tomorrow could be better than today. Some people go to church for that.”
Phil Gilbert has creative and innovative vision…
The man behind this re-Think (to rephrase IBM’s famous, single word internal slogan) is general manager of IBM Design Phil Gilbert, a tall, baritone-voiced American based out of the company’s Austin, Texas offices.
“Design is about how you approach a problem. It’s the thinking of how you frame the problem, and then an intention behind the solution, so that it is grounded in empathy for a human being,” he says.
Phil Gilbert on transforming industries
Businesses often focus on fixing immediate problems rather than designing holistic, long-term solutions. But Phil Gilbert is reshaping this mindset.
Eames Institute
Curious 100
The Eames Institute of Infinite Curiosity named Phil to its 2026 Curious 100, recognized in the Builders category — those who move from idea to action. Curiosity, Phil argues, is the fuel that makes it possible: humility + ambition, with a dash of humor.
The perils of scale
Doug Powell and Phil sat down at the historic State Theater in Austin, Texas to talk about leading change at scale. They reminisced about their time together at IBM, and Phil tackled some tough questions about design in the age of AI from current and former IBM designers.
Outcomes over outputs
On the podcast “Thinking with Mitch Joel,” Phil talks about how his approach reframes culture as an outcome, not an initiative.
His work as an executive coach and speaker continues to focus on how leaders navigate complexity, align teams, and thoughtfully integrate technologies like AI into human systems without eroding trust or creativity. 
The New York Times & IBM Design
“In the past, we changed what we were working on, but we were pretty much working the same way. Now, we’re changing how we work too. And the how element is always related to speed.”
Leader to Leader
In this bylined article, Phil shares the formula he uses to scale culture transformation in a way that aligns the process to the business outcomes desired.
Phil Gilbert among the “Top Business Leaders of 2025”
The Dave Alexander Center for Social Capital named Phil as one of the Top Business Leaders of 2025.
High Resolution podcast
Phil visits with Bobby Ghoshal and Jared Erandu about… well, everything. From designing “experiences” for systems, to the end of the era of the superstar designer. And everything in between. Check out this long form video for deep insight into how Phil thinks about change, design and leadership.
Why AI transformations are failing—and what CEOs can do
Phil’s bylined article in Chief Executive magazine.
“The real shift was cultural—changing how people worked together. Those changes stuck, and they remain core to how IBM operates today.”
Fast Company
“Phil Gilbert transformed the way 400,000 IBMers worked. Now he wants to fix your business’s culture.”
Change is a product
Phil appeared on John Ayers’ podcast to talk Irresistible Change and dig more deeply into the idea of change being offered as a product, instead of being mandated.
The “Oh, shit” moment!
Greg Parrott interviewed Phil about transforming IBM.
“I sent the email off thinking that it was about the end of that conversation. And within a week or 10 days, Ginni writes back, ‘Okay, let’s go. Now… how fast can you go?’
“400,000 people. 180 countries. And not a one of them reported to me.”
Why the book?
Jerry was one of the first IBMers Phil met. He was there for the full journey and moved from skeptic to believer.
Phil and Jerry got together on his podcast to discuss why the book? And why now? They also got into how making change irresistible made believers of skeptics.
About CEO Bluster & Compliance Theater
Phil joins Motley Fool contributor Rich Lumelleau to talk about his new book, Irresistible Change: A Blueprint for Earning Buy-In and Breakout Success. He highlights the red flags of CEO bluster, the “25% Rule” for cultural tipping points, and why the next generation of great investors will be tracking “Revenue per Token.”
Intentional serendipity
Phil talks with Tiffani about where ideas come from and how environments can be shaped into places driving “intentional serendipity.”
Designing corporate culture change
Video of Phil Gilbert and Tony Bynum being interviewed by Design Observer’s Ellen McGirt.
It’s the people, stupid
What if the key to unlocking AI isn’t the machine, but the team behind it? Phil joined Mike Sarraille on Mike’s Everyday Warrior podcast.
Designing change leadership
On the Service Design Book Club podcast, Phil talks about Chapter 3 of Irresistible Change: Designing the Change Leadership Team. He reveals the conditions that lead to most transformation failures, and how proper leadership design can overcome them.
A healthy disrespect for the status quo
Joe Byerly and Phil talk about leadership, change and how to build adaptable cultures at scale.
AI changes the work.
It also changes everything else.
Transformation initiatives are stalling, not because the technology falls short, but because the systems around it—teams, tools, and environments—haven’t been redesigned.
Phil has explored this pattern across boardrooms, command centers, and product teams. His model for change at scale—proven at IBM and beyond, and documented in Irresistible Change—helps leaders design cultures of judgment and adaptability equal to the demands of this moment.
Phil was asked about this during his book launch event at the Eames Institute in in San Francisco (November 2025), and wrote about it here.