I used to think there was a certain class of company for which "design for yourself" would work: Companies founded (and staffed) by enthusiasts for products like pro-audio gear, mountain bikes, or camping gear. Those companies tend to brand themselves as active participants who know what an extreme backpacker or serious dirt rider or gigging bass player would need. By extension, they hope customers will perceive their products as authentic and high quality. But I had my eyes opened a few months ago in a conversation with Steve Brown, head of design and user experience at Nortel, and formerly a partner at Fiori Product Development. Steve suggested that this approach may be fine for an entrepreneur who is starting a company, but he has seen many larger companies who believed they were the customer and were thus unable to innovate because they couldn't see the market differently. While user-research--eschewing Apple is everyone's poster child for "design for yourself," I find Harley-Davidson to be a more compelling example (although I may be comparing Apple(s) and oranges). At Harley, Willie G. Davidson is the grandson of the original Davidson. Senior vice president and chief styling officer, he is known as Willie G. And he looks exactly like a guy who rides a Harley: big, bearded, and leather-clad. If we judge a bike by its fairing, the designer is the customer. That's part of the Harley brand: In a recent Harley-Davidson annual report, executives appear next to their bikes, and we know that they all ride. A crucial part of Willie G.'s role is to preserve the legacy of the brand; the company communicates that it is (and always has been) part of the culture for which it's designing. People at Harley, we believe, use the products and live the lifestyle. But underneath it all is a sense that Harley-Davidson, through its history, has created the brand (i.e., the products and their meaning) in partnership with its customers. For all the tribal connectedness Apple has facilitated, the company itself is not a participant. It is a benefactor.