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.

“Alison Rand’s Sentido is an exceptional provocation to see each other’s humanity in new ways to inform our creative work, our approach, our individuality, and our collective consciousness. At times, painful and challenging . . . other times joyous and endearing, Alison’s stories reveal important truths that heal and restore.”
—Kevin Bethune, designer; author of Reimagining Design and Nonlinear

“Part memoir, part design meditation, Sentido urges us to understand the fullness of ourselves and others, offering a practical guide for navigating complex, inequitable systems and leading change with heart, clarity, and practical possibilities.”
—Sarah Brooks, Director, Human Interface Design, Apple

“Sentido is a reflection, guidebook, and manifesto all at once. Rand masterfully guides us to effectively challenge the status quo so we can design individual and organizational power.”
—Ruchika T. Malhotra, author of Inclusion on Purpose and Uncompete

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