Description
When a Phone Call Changed Everything
The phone rings.
On the other end is P. S. von Marker, the head of development.
“I saw a motorcycle designed by Target Design in a catalog of design awards. That’s when I thought: If someone can design a motorcycle like that, they can surely work with us to develop a ski binding that meets market demands.”
An unusual idea—and the beginning of an extraordinary partnership.
At the time, Marker was a German-American company that had been reestablished following bankruptcy. Its first product, developed with a well-known German industrial designer, had failed to meet market expectations. Therefore, the company wasn’t looking for another “beautiful design,” but rather a solution that truly understood the market. That was precisely where Target Design’s strength lay: not just designing products, but consistently tailoring them to the needs of users and the market.
This initial project gave rise to a collaboration that lasted for many years—as long as Marker was owned by Hank Tauber. Seven years after the partnership began, Marker was the global market leader in ski bindings.
Of course, this success was the result of many factors: technical innovation, business decisions, dedicated employees, and a clear market strategy. However, design tailored to the market was a key component of that success. It made innovations visible, understandable, and attractive to customers.
Hank Tauber was convinced of the strategic importance of design. That’s why Target Design was a fixture at every international sales meeting—regardless of whether it took place in the U.S., Europe, or anywhere else in the world. This demonstrated extraordinary appreciation and, at the same time, reflected a clear conviction:
Design is not the final step in the development process, but rather an integral part of development and corporate strategy—and thus a key factor in market success.
Looking back, it all began with a single phone call—and with the realization that excellent design is far more than just aesthetics. It can have a lasting impact on a company’s development.
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