Tag: Product Design

Every hero needs a villain. It’s a narrative as old as time. And our story is no different.

In my previous article, I outlined our “take, make, waste” culture and the figureheads—our villains—who fuel it. I also spoke about how our future will be defined by collaboration, not individualism, where it’s still possible to be profitable, but success is not just measured by money or the value of shares.

We have irrevocably damaged our planet; however, there’s still time to reclaim our world and retool it for a better future. History has repeatedly shown us that by working together, we can achieve more than we ever could by working alone.

Lessons from the moon landing

July 1969 was a big month—as in “one giant leap” big. It was the month we went to the moon. Walter Cronkite described it as the “greatest adventure in which man has ever embarked.” It might have been more than half a century ago, but there’s still a lot we can learn from the Apollo 11 lunar landing.

While it exhibits the miracles of science and engineering and the drive and commitment of NASA, it also teaches us about teamwork, leadership and the importance of new ideas. About the importance of working together for a greater goal, of giving our engineers and innovators the support to succeed in their aims.

It takes a village. We’ve all heard that before. But in the case of the Apollo 11 landings, it was a very big village. Spanning government, private industry, astronauts and the American public—estimates have put the entire Apollo team at around 300,000 people. From planning to building to launch, millions of components were involved. Success was only possible because there was a collective realization and understanding that everyone involved had a duty to solve the problems and challenges they faced—and they knew they could only do that by working together.

Today—when it comes to fixing our planet and ending our culture of waste—the same thinking must apply.

Grand achievements aren’t built on the shoulders of a single person or by an unrelenting drive for profit. They’re built on encouragement of ingenuity and creativity, outstanding levels of commitment and an understanding that mistakes aren’t problems but lessons to learn from. After all, the great success of Apollo 11 was made possible in large part by the tragic failure of Apollo 1.

What engineers need today

So, how do we prevent our own “tragic failure” from happening? This is where our hero comes into the story. Research shows that approximately 80% of a product’s environmental impact is determined during the design phase. Empowered with the right tools and best practices to make better products faster, engineers can provide the solutions needed to collaborate and take the actions that will make a difference. Products can be more sustainable, more efficient and more cost-effective while still making money and ensuring a profitable, healthy business. However, we must give engineers a foundation to work from first.

“Build it and they will come.” Shoeless Joe Jackson might have been talking about a baseball field rather than product engineers, but the message resonates here. If we present engineers with the data they need, they will use it – and use it well. No one wants to make a ‘bad’ product, but ‘good’ products can only be made with the the right decisions informed by the right data. That is what will make the difference. Not so much “build it and they will come”, but rather “give them what they need and let them build it.”

With data and a goal, the engineer can fly. But the benefits don’t stop there. The market is ready and waiting for a better approach. Some may argue that this is wishful thinking or is not worth the effort. However, a Bain & Company study found that while only 40% of businesses are on track to meet their sustainability goals, companies have an increasingly conscious and proactive base of consumers willing to pay 11% more for sustainable products and employees that will help.

A recent IBM report also noted that organizations that embed sustainability in their product design processes experience a 16% higher rate of revenue growth. They’re 52% more likely to outperform their peers on profitability. And they’re two times more likely to attribute great improvement in operating costs to sustainability efforts.

It’s not just blue-sky thinking for a greener future either. The most significant driver for companies to do anything has always been growing revenue. A 2022 report – the Sustainable Market Share Index – by NYU Stern’s Center for Sustainable Business examined what actually happened in the last decade and found that the share of CPG products marketed as being sustainable grew twice as fast as conventional products and accounted for one-third of the total revenue growth in the industry. Customers paid 27% more for those products.

With a massive demographic shift bringing more environmentally conscious buyers into the market already well underway, the time never has been better to build better products.

Accordingly, there must be a stronger push for change. We are not there yet, but there are green shoots rising from the soil. Early adopters and innovators striving to make a difference. Schneider. Siemens. Estée Lauder. IKEA. Companies like these understand what’s at stake. They might remain the early majority, but they show us we are not hopeless.

The old tools and processes were defined by siloed data systems and slow information exchange. Now, we find ourselves in a new era defined by real-time data that facilitates inter-departmental visibility and collaboration, in turn leading to more informed—and more sustainable—decision-making.

We are shifting from “make it faster” to “make it better”, where product design is led by an informed consideration of materials and the environmental footprint of our choices. Now, more than ever, the spotlight turns to the engineer who not only understands the intricacies of design and manufacturing but also the broader ecological and socioeconomic context.

As the American engineer and educator James Kip Finch is credited with saying: “The engineer has been, and is, a maker of history.” With the right support and technology, and in a world where the balance between money and purpose is equal, the future is theirs to define.

A version of this article appeared on Forbes.com. You can also read the first part in the series here.

2 hours, 11 minutes, 53 seconds. That was how long it took Ethiopia’s Tigist Assefa to complete the Berlin Marathon in September 2023. She smashed the women’s marathon world record. Beat it by more than 2 minutes. But it wasn’t Assefa who made the headlines afterwards. It was her shoes. 

On her feet were the Adidas Adios Pro Evo 1. They weight just 138 grams. They have a 39-millimetre heel. They cost $500. And they’re only meant to last for one race. A feat of design and engineering? Absolutely. A revolution in running technology? Of course. But at what cost? 

Despite their public proclamations to the contrary – their stated commitments to ‘people, product and planet’ – Adidas, Nike (who also have a foot in the single-use shoe game) and their contemporaries seem to value column inches over reducing GHG emissions, instant (but fleeting) acclaim over a sustainable and more efficient future.  

Yes, they’ll tell you they’re only producing these shoes in very limited numbers and that it’s the lowest carbon emissions performance running shoe they have ever created. But that’s not the point. In its promotion of such a high-profile single-use product, Adidas are creating a new normal.  A continuing acceptance that increased consumption and rapid wastage is fine. Our global climate crisis is driven by over-consumption, an overreliance on oil-derived materials, huge energy usage in production and shipping and a general disregard for our environment. The Adidas Adios Pro Evo 1 represents everything that is bad in microcosm. 

But this isn’t an article written to call out Adidas. Their approach is simply emblematic of a bigger problem that we’re facing. A problem that, in our approach to solving it, will define us. We live in a world weighed down by commercialism and individualism. We venerate waste and consumption. We exist in a place and a time where ‘take, make and waste’ has become the norm. 

It didn’t have to be this way. Today, most products are made with a singular goal in mind: to sell as much as possible. If our leading companies were not blinded by greed and an unerring focus on the bottom line, they might be able to see that there is another way forward. A future where single-use products aren’t seen as little more than a tool to increase brand power and drive visibility, where sustainability and consideration of the environment aren’t sacrificed at the altar of the dollar. We are a long way from where we need to be. 

Our focus on wealth and immediacy is damaging us. A culture and an economy underpinned by the ‘get rich quick’ mantra is no good for anyone. The people at the helm of our biggest organizations are leaving us with a legacy of poor-quality products that add little to no value. Commercialism, consumption and immediate availability come at a price – and are all concepts defined by low costs, oversupply and a lax attitude towards sustainability and the health of our planet. 

Our culture of consumption has been orchestrated by a very specific type of business person. A person who started out with good intentions but either found themselves at the head of a hydra they could no longer control, or who simply lost their purpose – their duty to people and planet – as soon as money became the primary goal.  

They were no longer the makers and innovators that set out to change entrenched systems. Great ideas, without enough support to hold off commercial imperatives, meant that these people simply became a part of the system themselves. They fell in love with the ‘celebrity’ of the entrepreneur and the financial rewards that come with it. They take actions first and ask questions later. We are left with a scenario where the masses are in awe of the product but don’t consider what goes into creating it. And by the time the curtain falls and the negative cost and supply chain impacts of such rapid consumerism become clearer, it’s already too late. The damage has been done. 

These disruptors of old have become something else. Ideals corrupted by wealth and greed. A symptom of our problems rather than a cure for them. Douglas Rushkoff recently wrote about the “unbearable hubris” of Musk, Bezos and the rest, about their “increasingly outlandish and imperial” behaviour towards the world around them. He’s not wrong. These are men – and they’re almost always men – who cast contemptuous glances at anyone without a similar vision, who view rules and regulations as little more than minor impediments on their quest for growth. 

Unlike the titans of the past – Rockefeller, Carnegie, Vanderbilt, Morgan – it is harder to track the impact of today’s billionaires. Unlike their forebears, they are not capped by the limits of the material world. But that does not mean their operations do not have an impact. As Rushkoff notes, we can still see the consequences of their undertakings in the form of “externalised harm.” 

“Digital businesses,’ he writes, “depend on mineral slavery in Africa, dump toxic waste in China, facilitate the undermining of democracy across the globe and spread destabilising disinformation for profit – all from the sociopathic remove afforded by remote administration.” This represents a new frontier. The imperiousness of this new billionaire class is unprecedented, their “disregard for people and places” without comparison. 

Today’s entrepreneurial leaders are essentially unlimited in the broadness of their reach – holders of what Rushkoff terms “horizontal power.” They donate from their own organisations, often in the form of their own stock, and make their own decisions about how the money is spent. They exist in an impenetrable bubble whilst the world – remade in their own interests – collapses around them. 

But there is still hope. Still time to make a change. Damage has been done, but it is not yet irreversible. We don’t require a complete realignment. It is time, says Rushkoff, to “get on with reclaiming the world from this new generation of robber barons rather than continuing to fund their fantasies.” But how, and when? 

I think now is the moment for a new thought process. A future defined by collaboration, not individualism. Working together for the greater good. Not ‘make it faster’ but ‘make it better’. But in order to create the better world that so many of us want, we have to give our innovators the right platform to succeed. We need to create an environment where success isn’t judged on how many extra zeroes there are on the balance sheet, but on how we build for the future we want and how we protect our planet in the process. 

I’m done with radical promises. I’m finished with sceptics and non-believers. I’m putting my faith in product engineers being able to lead us to a new, better future where they drive strategic transformation underpinned by a shared, compelling vision, financial support based on more than just commercial imperatives and a dynamic ecosystem that is agile, efficient and geared toward ethical, criteria-driven innovation. 

And how do we get there? That’s something we’ll talk about next time.

An edited version of this article also appeared on Forbes.com.