Falling From Grace: Lessons From the Fallen Titans of Design
Image: Apple
In the fast-paced world of design, even the most innovative design titans seem to find themselves in a creative rut. When their once-revered product launches start to feel like a tired playlist on repeat, and new releases lose their spark, it's time for a design revival. Instead of drowning in marketing gimmicks, some of the design companies that used to inspire us need to rediscover their creative identity. They need to remember who they were, innovators and disruptors! In this article, we'll delve into how design titans in any industry can wake up one day on the wrong side of their success, and how they can turn it around.
When roadmaps are stuck on repeat
When industry design titans, like Apple or Tesla, find their product roadmaps stuck on repeat, the impact can be stifling. Complacency breeds familiarity, and even the most loyal customers notice the lack of innovation. The once-celebrated product launches that stole the headlines now seem predictable, causing a design déjà vu that can weaken brand strength. This stagnation often stems from an over-reliance on past successes, making it harder to take risks and explore new creative avenues. Breaking free from this cycle requires a conscious effort to disrupt the status quo. Embracing fresh perspectives and challenging established norms can reignite their creative flame, and breathe new life into their products and reclaim their reputation as true innovators. But so many aspects of business still get in the way of unlocking that deep creativity. These business realities act as a sort of gravitational pull, back to the familiar, normalizing the eccentric nature of innovation.
An innovation vacuum occurs when companies fall into the trap of remixing old ideas without adding newness. They might amplify their marketing efforts, but louder doesn't necessarily mean better. Take one of Apple's latest adverts for example, which was so polarizing that the company publicly apologized for the ad. This is the same company that once told their consumers they were “holding their phones the wrong way” when they weren't working right. (ala, iphone 4) That was the company that the world stopped for with baited breath when their product launches were underway. Where did that company go? Could Apple be gearing up for it’s “Blackberry moment?” ( ahem, AI?)
The stark reality is this: if it can happen to them, it can happen to anyone!
Recognizing the symptoms of the downward design spiral.
There are a number of reasons that can lead any company on the rise into a downward spiral of sameness.
Success is the worst teacher.
Triumph has a seductive way of endorsing the status quo. When accolades flood in, and profit margins swell, the motivation to disrupt one's own comfort zone diminishes. However, it's crucial to recognize that resting on laurels can silently erode the culture of innovation that led to that success. It's like walking on a treadmill—staying in place might maintain your position, but it won't propel you forward. To combat complacency, design leaders need to treat success as a platform for further exploration rather than a final destination. They should harness the energy from their achievements to fuel the pursuit of newer, bolder territories in design. Only then can they ensure that success becomes a springboard for advancement, not a hammock for mediocrity and sameness.
Image: Reddit / Tesla’s aren’t the only game in town anymore…
Change-agent executives start playing it safe.
The transformation from industry pioneers to cautious players is a subtle yet detrimental shift. Initially hailed for their audacity, these titans of creativity begin to shrink away from the very ingenuity that distinguished them. Fear of failure, pressure to continuously deliver shareholder value, and the comfort of predictable success can dull the edge of innovation. Before long, once-brave decisions give way to safer bets and a preference for incremental changes over monumental shifts. It's imperative for these executives to rekindle the spirit of daring that propelled their ascent, and reinstate a culture where radical thinking is not only accepted but expected. Only then can they avoid becoming relics of their own legacy, and reassert themselves as the trailblazers they once were.
Illustration by Nicholas Konrad / The New Yorker
The echo chamber of brand stunts is resounding.
There lies an alluring trap of recycling branding stunts to sustain relevance—a practice akin to shouting into an echo chamber, hoping the reverberations sound like innovation. These stunts, often masked as groundbreaking campaigns or radical partnerships, can momentarily dazzle the audience but lack substantive progression in design thinking. They're predictable, safe plays that favor short-term buzz over enduring transformation. The routine becomes dangerously comfortable: big reveals with more style than substance, collaborations that stir conversation but don't advance the craft. To escape the echo chamber, companies must pivot from these performative spectacles to genuinely revolutionary strategies that reshape the dialogue in the industry and push the boundaries of what is possible. This commitment to authentic innovation is what prevents companies from becoming mere echoes of their former groundbreaking selves and instead, keeps their legacy vibrant and their brand truly resonant with the pioneers of tomorrow.
Calling all design leaders… It's time to lead again!
Design leaders, it's time to step up and lead with creativity once more. The most iconic design companies have thrived because of visionary leadership that dared to challenge the norm. As a design leader, a product leader, or even a CEO –your role is not just to oversee but to inspire. Encourage your team to break free from conventional thinking and explore the unexplored. Create a culture that values innovation and is unafraid of failure. This means supporting bold ideas, and fostering an environment where creativity can flourish. Remember, leadership is about setting the pace and daring others to keep up. By reigniting your own passion for design, you can guide your team to new heights and ensure that your products remain at the cutting edge of innovation. It's time to lead the charge and show the world what true design leadership looks like again.
––
Jayson Simeon
Adaptitude | Principal and Founder
Adaptitude is a design services company that exists to transform product and service companies into powerhouse brands. We design products, teams, and capabilities that deliver brand-focused solutions.
