Apple: Top-notch design and an emphasis on utility boost appeal to a wide range of consumers.
Hermès: Relentlessly high quality. "We want people to feel that luxury."
In-N-Out Burger: Lee cites its "simplicity"—and a secret menu that "gives the customer power."
Starbucks: "A modern-day Italian piazza," says Lee, where people from diverse backgrounds interact.
Target: "Design is for everyone—large or small, rich or poor, fat or skinny. Target proves that design is something that's accessible."
A version of this article appeared in the December 2007 issue of Fast Company magazine.
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