How to Design Timeless Products
Planned obsolescence has long been a pillar of many business models, ensuring recurring sales and predictable revenue. Products are deliberately designed with short lifespans, from light bulbs that burn out after specific hours to smartphones that slow with software updates. While this approach drives profit, it comes at a steep cost: environmental waste, diminishing customer trust, and shallow relationships between companies and users.
Today, as sustainability becomes a central priority and customer loyalty a critical factor for success, businesses face a pivotal question: How can we move from disposable products to solutions that evolve with customers’ needs?
The answer lies in adopting Products That Grow (PTG). Companies like Adobe are already leading the way with examples such as Project Primrose, offering a roadmap for creating adaptive, sustainable solutions.
The Problem with Planned Obsolescence
Planned obsolescence delivers short-term profits but creates significant long-term challenges:
- Environmental Impact: Billions of discarded devices, appliances, and materials contribute to global waste and pollution.
- Eroding Trust: Customers recognize when they are forced into upgrades. This leads to dissatisfaction and reduces brand loyalty.
- Missed Value: Businesses fail to capitalize on opportunities to build deeper, lasting relationships with their customers.
In contrast, products that are designed to grow evolve over time, creating sustained value for both users and the business.
What Are Products That Grow?
Products That Grow (PTG) are designed to adapt and improve based on users’ changing needs, preferences, and behaviors. They incorporate:
- Modularity: Products are built with components that can be updated or replaced individually.
- Software Evolution: Software-driven products can adapt and improve without hardware upgrades.
- Sustainability: Products emphasize durability, reusability, and minimal waste.
Adobe’s Project Primrose is a leading example of this concept in action. It features a textile embedded with flexible, programmable displays that allow a garment to change its design over time. Customers no longer need to replace clothing for aesthetic reasons—they can simply adapt it.
Strategies for Building Products That Grow
Here are key principles for businesses to transition from planned obsolescence to PTG:
1. Design for Longevity
Build products that are durable and modular, allowing customers to repair, upgrade, or adapt components rather than replacing the entire product.
Example: Fairphone creates smartphones with replaceable modules, extending their lifespan.
2. Leverage Software Innovation
Use software to enhance the product over time. Regular updates can improve functionality, features, and performance without physical replacements.
Example: Tesla continually updates its vehicles through over-the-air software improvements.
3. Focus on Customer Relationships
Adopt business models that prioritize engagement and long-term value, such as subscriptions, memberships, or upgrade programs.
Example: Adobe Creative Cloud enables users to access evolving software tools while maintaining a direct relationship with the company.
4. Prioritize Sustainability
Implement circular economy principles, including recycling, refurbishing, and reselling products to minimize environmental impact.
Example: Patagonia offers repair services and promotes buying used gear through its “Worn Wear” program.
The Business Case for PTG
Transitioning to PTG is not just an ethical decision—it’s a smart business strategy:
- Revenue Growth: Subscription models and upgrades generate ongoing revenue.
- Customer Loyalty: Customers appreciate brands that prioritize their needs and reduce waste.
- Competitive Advantage: Businesses offering sustainable, adaptable solutions will stand out in increasingly eco-conscious markets.
Final Thoughts
Planned obsolescence is no longer a sustainable path forward. By designing Products That Grow, companies can create adaptive solutions that evolve with users’ needs, creating deeper relationships, driving revenue, and reducing environmental harm. Organizations like Adobe are already proving the viability of this approach.
The shift requires intentional design, software innovation, and a focus on long-term value—but the result is a better future for businesses, customers, and the planet.
