...folks know that they want design in their products (because, you know, Steve Jobs and shit), they don’t really know what that means or how to effectively incorporate design into their MVP / Lean Startup culture.

Cameron Koczon writes about the opportunities and dangers in the current climate for design. 

"Designers" are in demand at the moment, but without much specificity about what a "designer" is or does. I find it more helpful to talk about "graphic design", "interaction design", "interface design" and so forth. There's a certain core approach that (can be) common to all of these, just like there is a general engineering approach to solving problems. A software engineer, though, doesn't have the same skills as a mechanical engineer. It's the same for designers.