The major­ity of the world’s design­ers focus all their efforts on devel­op­ing prod­ucts and ser­vices exclu­sively for the rich­est 10% of the world’s cus­tomers. Noth­ing less than a rev­o­lu­tion in design is needed to reach the other 90%.
—Dr. Paul Polak, Inter­na­tional Devel­op­ment Enterprises

Design For the Other 90% is a design exhi­bi­tion aim­ing to get peo­ple think­ing not of the oppor­tu­ni­ties that lie in design­ing prod­ucts for the rich­est 10%, but for those under the water­line of the ‘poverty iceberg’.

Brand­Builder talks about the oppor­tu­ni­ties this men­tal­ity can cre­ate, giv­ing the $100 lap­top as the obvi­ous example.