By Jeff Sherman Staff Writer Published Nov 24, 2009 at 10:00 AM

Nobody understands the mantra "design matters" more than the fine folks at Target.

The company has taken its love and appreciation of design to a new level with its new shopping carts. Have you seen these bad boys? They rock. I hate traditional metal shopping carts. Most are worn, rusty and handle like a bad Chevy. But on big grocery runs they're a necessity.

Now, though, shopping with a new plastic Target cart is a pleasure. The "Target red" carts are easy to handle and designed with even fewer sharp edges than their predecesssors so they are far less likely to damage the store, your car or the old lady's leg in front of you.

You gotta see and test drive these things to believe. They are a work of retail art and they've even won a design award already.  Yes, design matters and, in Target's case, it drives additional revenue by making me and you spend more.

Jeff Sherman Staff Writer

A life-long and passionate community leader and Milwaukeean, Jeff Sherman is a co-founder of OnMilwaukee.

He grew up in Wauwatosa and graduated from Marquette University, as a Warrior. He holds an MBA from Cardinal Stritch University, and is the founding president of Young Professionals of Milwaukee (YPM)/Fuel Milwaukee.

Early in his career, Sherman was one of youngest members of the Greater Milwaukee Committee, and currently is involved in numerous civic and community groups - including board positions at The Wisconsin Center District, Wisconsin Club and Marcus Center for the Performing Arts.  He's honored to have been named to The Business Journal's "30 under 30" and Milwaukee Magazine's "35 under 35" lists.  

He owns a condo in Downtown and lives in greater Milwaukee with his wife Stephanie, his son, Jake, and daughter Pierce. He's a political, music, sports and news junkie and thinks, for what it's worth, that all new movies should be released in theaters, on demand, online and on DVD simultaneously.

He also thinks you should read OnMilwaukee each and every day.