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

4.05  ·  Rating details ·  371 ratings  ·  17 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
Hardcover, 288 pages
Published August 3rd 2009 by Harvard Business Review Press (first published May 3rd 2009)
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4.05  · 
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 ·  371 ratings  ·  17 reviews

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Apr 15, 2015 rated it liked it  ·  review of another edition
Good cases, biased opinion, trivial theory.

Good Cases: All the stories / examples are interesting, and the dynamic nitty-gritties are pointed out, e.g. the highly circumstantial success of Fiat Panda.

Biased Opinion: In order to make a strong case for Design-Driven Innovation (DDI), the author has to antagonize the whole discipline of User-Centered Design (UCD). UCD is described as something similar to asking the users what they want, which is scandalously biased. It's true that UCD puts emphasis
James Nasipak
Nov 10, 2010 rated it it was amazing
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
Tomasz Tomaszewski
Nov 19, 2017 rated it really liked it
Shelves: ebook, mam
"Rynek? Jaki rynek? Nie patrzymy na zapotrzebowanie rynku. My składamy ludziom propozycje." - tym cytatem z Gismondiego bym podsumował "Design Driven Innovation". Verganti pokazuje ciekawe, troche inne spojrzeni na tworzenie radykalnych innowacji - design driven innovation.

Książka bardziej przekazuje pewną ideę, niż pokazuje jak w praktyce ją wykorzystać (i za to ode mnie mały minus). Powinien ją na pewno przeczytać każdy, kto tworzy nowe produkty i usługi. A szczególnie polecam ją wszytkim UX
May 25, 2017 rated it really liked it
It was a great read, corroborating many of the thoughts I have had about design and innovation especially with respect to proposing meanings vs user-centred design.

Two of the very key things I will leave with: Italy's renown for design is actually due to their manufacturing know-how not (necessarily) an abundance of design talent; and business leaders should 'think outside their networks' as against the more common 'think outside the box'.
Ana Pajkovska
May 23, 2018 rated it liked it
The concept of design driven innovation is pretty amazing, but the examples were too repetitive and it didn't have a nice flow.
Alessandro Veneri
Mar 30, 2018 rated it really liked it
Recommended to Alessandro by: Davide Gianni
The biggest enemy of design-driven innovation? User-centered approaches.
Heidi Paavilainen
Jan 04, 2011 rated it really liked it
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
Jan 04, 2010 rated it really liked it
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
Timothy Chklovski
Oct 13, 2014 rated it really liked it
This book sheds a different light on what makes some products have enthusiastic and lasting adoption.
It elaborates on some forms of disruption that Clayton Christensen describes.

The idea is that some products introduce a new meaning, and then are carried by a building audience buying into the "proposal" Mae by the innovative product. It covers the examples of Swatch, Alessi, Apple, Nintendo, Fiat, and others.

I got just a couple of big ideas from this book (on importance of new meanings as uncove
Fred Zimny
Aug 14, 2009 rated it it was amazing
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
Ko Matsuo
Aug 15, 2014 rated it liked it
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.
David Luna
Apr 04, 2011 rated it it was amazing
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
Mar 07, 2011 rated it it was amazing
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.
Apr 23, 2010 marked it as to-read
Sep 20, 2011 rated it liked it
Found this courtesy of Harvard Business IdeaCast episode 160.
Mar 12, 2015 marked it as to-read
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  • Designing for Growth: A Design Thinking Tool Kit for Managers
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“MARKET? WHAT MARKET! We do not look at market needs. We make proposals to people.” 1 likes
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