SKIP TO CONTENT
Harvard Business Review LogoHarvard Business Review Logo
Design thinking|Design Products That Won’t Become Obsolete
Design thinking

Design Products That Won’t Become Obsolete

Consumers change and grow. Your offerings should, too. by Vijay Govindarajan, Tojin T. Eapen and Daniel J. Finkenstadt

From the Magazine (November–December 2024)
Bryan Nash Gill

Summary.   

Today all kinds of products adapt and change to suit users’ evolving needs. Toys can be reconfigured to suit children of varying abilities; Teslas receive software upgrades that regularly improve their performance; tunable eyeglass lenses can adjust for changes in vision. These “products that grow,” as the authors call them, last longer, so they save consumers money and promote sustainability. At the same time they help companies forge deeper customer connections, respond quickly to market changes, and continually innovate. This article outlines the consumer challenges that products that grow address, such as age-related developments, technological change, and shifting learning needs. It then describes how companies use software and hardware to build such products. The authors go on to outline models for capturing value with them: premium pricing, charges for upgrades, complementary products, monetizing maintenance, brand communities, and resale and modification. In a market that increasingly emphasizes flexibility, durability, and environmentalism, companies that make the shift from static offerings to products that grow will position themselves for success.
Leer en españolLer em português

In 2017 Radio Flyer, the maker of the iconic Little Red Wagon, introduced a remote-controlled, battery-operated car that kids can ride on. It has three modes of operation, each of which is suited to a different growth stage for young children. In stage one the car is controlled remotely by a watchful parent. In stage two the child drives the car, but parents can override any questionable decisions. In stage three all driving decisions, safe or concerning, are made by the child. Radio Flyer gave its new product a simple name, one that made its abilities and selling points perfectly clear: the Grow with Me Racer.

Read more on Design thinking or related topics Product development, Innovation and Consumer behavior
A version of this article appeared in the November–December 2024 issue of Harvard Business Review.
Read more on Design thinking or related topics Product development, Innovation and Consumer behavior

Partner Center