Our world is evolving rapidly. And with every second, it becomes more complex. What challenges arise from this for product design? What significance do form, function, haptics, and aesthetics have? Is a designer a creative inventor, a pragmatic technician, an aesthetician, or an artist? Is it solely about constantly creating something new, or about efficiently linking the tried-and-true with the innovative? Where should the focus lie in the future? It is clear that our dwindling resources and intense competition demand a rethink in the design process. The era of decorative design is long gone, and items like aesthetic paperweights are now considered extinct dinosaurs in the product evolution chain. Being merely beautiful is no longer enough! Those who want to sustainably improve product design must consider the big picture and optimize multidisciplinarily.