
Don’t Build What You Think Is Great. Build What We Ask For—Why Reverse Collaborative Design Is the Only Way Suppliers Stay Relevant
Most Suppliers Are Still Stuck in the 1990s. Here’s the hard truth: 90% of suppliers still “design and pray.” They make a product, then beg us buyers to put it on the shelf. They never asked: What SKUs are we phasing out? What visual themes are we planning for Q4?















