An engineer’s take on the theory of dominant design

As an engineer, the author is puzzled by seemingly unnecessary design elements like tailfins in cars, which add no functional value but served as a competitive advantage through their aesthetic appeal. The concept of dominant design explains how one product becomes the standard and influences consumer perception, making it difficult for new entrants to compete. When a dominant design emerges, consumers have a clear picture of what the product should look like, and differentiation is achieved through branding and advertising rather than solely focusing on functionality. Understanding whether a dominant design exists, finding a niche that nobody else is serving, and embracing non-functional design elements are key takeaways for building products today.