Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
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Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean

4.09 of 5 stars 4.09  ·  rating details  ·  144 ratings  ·  10 reviews
Until 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-dri...more
ebook, 288 pages
Published August 12th 2009 by Harvard Business School Press (first published May 3rd 2009)
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James Nasipak
The are a few books that I would call incrediable, but this is one of them. Roberto Verganti is Professor of Management of Innovation at Politecnico di Milano and founder of PROject Science, a consulting institute.

Verganti outlines a systematic approach for using your network of relationships to produce radical new meanings for products and services. He possess the thought that creative and innovative design is not making something better, but redefining what its meaning is to the world.

I was a little reluctant at first, but have to say this was a rather insightful read.

My main takeaway: We do need to infuse user-centricity into the culture at our organizations, but more importantly- an understanding that it is the context in which our audience lives, works, and plays is how they ascribe meaning to the products and services they use, but even more importantly still is that this context can be changed, or designed.

With this in mind, we can create markets and ecosystems of inno...more
Heidi Paavilainen
Roberto Verganti has got a refreshing point of departure with which I can definitely agree because I'm working with people heavily committed to the use centered design research: users most of the time are a lousy source for inspiration when company aims at radical innovation. Too true. One cannot go asking users what they'd want and then execute whatever studied people happened to come up with. Most of the time most of the people are conservatives. However, I'm not sure whether the diversity of...more
Jens Hoffmann
Radical innovation defines a new meaning. To really change the life and the market, design-driven innovation can't rely on the voice of the customer or market research alone. The desig-driven company needs a carefully selected network of interpreters, a network of trusted and leading individuals who are caring for the same market or clients but from a non-competitive perspective. This network forms the fertile ground for research of new trends or different meanings to be incorporated in new prod...more
Ko Matsuo
Theoretical book focused on the need for both technology and meaning to drive true innovation in products. True innovation is only possible when a product provides radical change in both technology and meaning. Apple changed MP3 player Wholefoods changed healthy eating from self-denial to something that people want, Nintendo changed gaming from a passive interface to an immersive interface, Apple changed music from digital mp3 players to an end-toend experience.
Fred Zimny
Excellent primer in design thinking.

That is the first 50% of the book.

The book continues with how steps referring to the Italian manufacturing industry. Still great but a little to much a how to approach.

Overall quite impressive and very stimulating for those who believe that innovation is not only about functionality and performance but also about meaning. It also stresses the importance of connecting to the outer world (and even there the outliers) and creating a suitable context!

Probably one...more
David Luna
The book completely changes your thinking on design. It makes you want to discover what could be. The book is written with passion for better products, deeper meanings and a desire to see society progress. The strategies and outlines given in this book can radically change your thinking and give you the competitive advantage people look for.
Julie Jenson Bennett
A great introduction to what meaning is and why business should care about it. Verganti's research providing fertile group for emergent creative communities offering alternatives in an increasingly homogenised marketplace for design.
Found this courtesy of Harvard Business IdeaCast episode 160.
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Design-Driven innovation. Cambiare le regole della competizione innovando radicalmente il significato dei prodotti e dei servizi Design-Inspired Innovation

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