How legacy brands can lead the next consumer revolution

Stop designing for customers and start designing with them

We’re in an age where AI-fueled rapid prototyping and sleek direct-to-consumer startups seem to capture all the attention. But some of the most profound design disruptions didn’t start in a founder’s garage or in the algorithms of artificial intelligence; they were born in the aisles of mainstream consumer stores like Target. In the late 1990s, my company, Michael Graves Design changed the conversation around design with a teakettle that was joyful, affordable, and elegant. It didn’t just sit on a stove, it stood for a new idea: Good design was not a luxury, but a right. Target’s Design for All programs went on to define America’s expectation that great design should be available to everyone. Design evolved from a styling afterthought into a corporate strategy, and the democratization of design was born.