After a decade of product design, we’ve learned something that might surprise you: the most important word in our vocabulary isn’t “yes” – it’s “no.”
At npd, we turn down more projects than we take on. In fact we turn down 90% of inquiries that come through. Most agencies ask “Can we make this?” We ask “Should this exist at all?”
The Hidden Cost of Bad Products
Every unnecessary product represents wasted materials, energy, and human effort. In a world facing climate challenges and resource constraints, creating products that don’t solve genuine problems isn’t just wasteful – it’s irresponsible.
We’ve encountered too many “solutions looking for problems” – gadgets that add complexity rather than simplicity, products that create new problems while solving none.
Our Selection Criteria
Before we agree to any project, we ask four fundamental questions:
- Does this solve a real problem that people actually have?
- Will this genuinely improve lives, not just add convenience?
- Can this create measurable positive impact?
- Is the world better with this product in it?
If we can’t answer “yes” to at least one of these, we walk away.
Real Examples of Projects We’ve Declined
We’ve said no to fake eyelashes for babies (genuinely). We’ve turned down countless water bottle “innovations” because frankly, no one needs another water bottle. We don’t design decorative furniture or unnecessary gadgets.
Each “no” allows us to focus on work that matters.
When We Say Yes
When we do accept projects, it’s because we believe in their potential for genuine impact:
- thinAir transforms health outcomes at a cellular level
- Site Pod revolutionises worker safety and wellbeing
- Zebble helps people develop healthier relationships with technology
These aren’t just products – they’re solutions to problems that genuinely matter.
The Industry Challenge
The design industry has a responsibility to ask harder questions. We can’t keep creating products just because we can. We need to consider whether we should.
Next time you encounter a new product, ask yourself: does this deserve to exist? The world needs better solutions, not more stuff.
Ready to discuss whether your idea deserves to exist? Let’s have that conversation.
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