How Designing with Disability in Mind Sparks Innovation

Why It Matters

Embedding accessibility into product development unlocks new revenue streams and future‑proofs companies against evolving regulations, making it a critical lever for competitive differentiation.

Key Takeaways

• Inclusive design uncovers unmet market segments.
• Accessibility features become mainstream product differentiators.
• Regulatory pressure accelerates universal design adoption.
• Cross‑functional teams foster empathy‑driven innovation.
• Companies see revenue lift from disability‑focused solutions.

Pulse Analysis

Inclusive design is no longer a niche consideration; it is a strategic engine that expands a company’s addressable market. By addressing the functional needs of people with disabilities, firms discover product features that appeal to a broader audience—a phenomenon known as the "curb‑cut effect." This approach not only satisfies compliance mandates such as the ADA and EU accessibility directives but also positions brands as socially responsible innovators, attracting talent and investors who value purpose‑driven growth.

The business case for accessibility is reinforced by measurable financial outcomes. Companies that integrate universal design principles report higher customer satisfaction scores, reduced churn, and incremental sales from features that resonate with aging populations and tech‑savvy consumers alike. Real‑world examples include voice‑activated assistants originally built for accessibility now becoming standard household interfaces, and ergonomic workstations designed for mobility impairments that improve overall employee productivity. These cross‑segment benefits illustrate how a focus on disability can generate scalable, profitable innovations.

Strategically, organizations must embed empathy into their R&D pipelines through cross‑functional collaboration, user‑co‑creation, and data‑driven insights. Leveraging real‑time analytics and AI, as highlighted by Govindarajan’s research, enables firms to identify latent demand patterns and iterate rapidly. As regulatory landscapes tighten and consumer expectations evolve, businesses that institutionalize inclusive design will not only mitigate risk but also capture first‑mover advantage in emerging markets, reinforcing long‑term resilience and brand equity.

How Designing with Disability in Mind Sparks Innovation

By Vijay Govindarajan, Kinya Seto, Tojin T. Eapen and Christine Moorman · February 9, 2026

Article

In 2003, when plumbing fixtures industry veteran Rob Buete first encountered the “walk‑in tub” made by a startup called Safety Tub, he burst out laughing. A bathtub with a door? It seemed like a joke, or at best a clunky contraption for frail seniors who couldn’t step over a regular tub.

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Author Information

Vijay Govindarajan – Coxe Distinguished Professor at Dartmouth College’s Tuck School of Business, a Dartmouth‑wide chair and the highest distinction awarded to Dartmouth faculty; Senior Advisor at the strategy consulting firm Acropolis Advisors. He is a New York Times and Wall Street Journal bestselling author. His latest book is Fusion Strategy: How Real‑Time Data and AI Will Power the Industrial Future. He is a two‑time winner of the McKinsey Award for the best HBR article. Ten of his articles have been HBR all‑time bestsellers. Follow him on LinkedIn.

Kinya Seto – CEO of LIXIL, the global manufacturer of pioneering water and housing products, including brands such as GROHE, American Standard, INAX, and Tostem.

Tojin T. Eapen – Founder of the Center for Creative Foresight (CForesight) and Senior Fellow at The Conference Board. He has advised several Fortune Global 500 firms on idea management, strategic foresight, and sustainable innovation, and he was previously on the faculty of the Trulaske College of Business at the University of Missouri. He is a member of the Thinkers50 Radar Class of 2026.

Christine Moorman – T. Austin Finch, Sr. Professor of Business Administration, Fuqua School of Business, Duke University. She is founder and director of The CMO Survey.