Universality in design gets a mention in the Handbook of Anthropology in Business. Megan Neese’s chapter raises a good point about terminology in the business world. She says, “Marketing teams talk about consumers. Research teams talk about respondents. Engineering teams talk about targets. Designers talk about users. These terms tend to be used simultaneously and somewhat interchangeably in corporations…”. So finding common ground is not always easy when developing a product. Neese’s chapter discusses the many layers needed in any design, such as, culture, function, regulations, industry initiatives, and social trends. It is thoughtfully written and easy to read.