Design management is a way of giving holistic coherence to organizations using the tools of design research and practice. Considering that organizations are complex systems, the vertical integration of design is stratified in terms of form giving optimization (production), narrative coherence of identity (communication) and strategic anticipation of meaning (management). Affirming the production of knowledge in design through scientific research, but also through design practice as a laboratory of innovation, in this article we propose a brief literature review of the path of design management in Portugal, strongly influenced by the English example of the Design Council, and a reflection on the design process, in order to demonstrate the strategic importance of design knowledge and design management for the international competitiveness of Portuguese industry, thus affirming itself as a wise ally for businesses.