Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things MeanUntil now, the literature on innovation has focused either on radical innovation pushed by technology or incremental innovation pulled by the market. In Design-Driven Innovation: How to Compete by Radically Innovating the Meaning of Products, Roberto Verganti introduces a third strategy, a radical shift in perspective that introduces a bold new way of competing. Design-driven innovations do not come from the market; they create new markets. They don't push new technologies; they push new meanings. It's about having a vision, and taking that vision to your customers. Think of game-changers like Nintendo's Wii or Apple's iPod. They overturned our understanding of what a video game means and how we listen to music. Customers had not asked for these new meanings, but once they experienced them, it was love at first sight. But where does the vision come from? With fascinating examples from leading European and American companies, Verganti shows that for truly breakthrough products and services, we must look beyond customers and users to those he calls "interpreters" - the experts who deeply understand and shape the markets they work in. Design-Driven Innovation offers a provocative new view of innovation thinking and practice. |
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Design-driven Innovation: Changing the Rules of Competition by Radically ... Roberto Verganti No preview available - 2009 |
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Alberto Alessi Alessi Apple architects Artemide Artemide’s Bang & Olufsen brand breakthrough challenge chapter Coffee Piazza collaboration company’s competition competitors context create creative cultural prototypes definition design discourse design firm design-driven innovation design-driven research engineers envision example executives explore figure find findings firm’s firms first focused function game console give meaning Harvard Business School imitate immersion incremental innovation influence innovation of meanings innovation strategy insights interactions internal invest iPod Italy iTunes Store Kartell Kettle key interpreters lamp leverage light meaning to things meanings and languages Metamorfosi Michael Graves Nicolas Hayek Nintendo Panda people’s percent Philippe Starck PlayStation Politecnico di Milano preters process of design-driven product development product languages profit proposals radical innovation reflects relational assets Roberto Verganti role scenarios share significant sociocultural models specific Steve Jobs STMicroelectronics technology epiphany technology suppliers tion user-centered users vision watch