The accessible ICT design community has made compelling arguments about the business benefits available to companies who design their products and services to be accessible to people with disabilities. The ICT industry, however, has not embraced accessible design. This paper proposes re-branding accessible ICT design as “Anytime, Anywhere, Anyone (AAA) Design.” This re-branded approach would shift the focus from one of “pushing” accessible design to one where business would actively “pull” for it.