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

Amazon.com Price: $14.99 (as of 12/05/2019 18:38 PST- Details)

Categories: Books, Business and Money, Engineering, Engineering and Transportation, Industrial, Industrial Design, Industrial, Manufacturing and Operational Systems, Management, Management and Leadership, Marketing, Marketing and Sales, Product Management, Robotics and Automation, Subjects

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Description

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: The best way to Compete by Radically Innovating the Meaning of Products, Roberto Verganti introduces a third strategy, a radical shift in standpoint that introduces a bold new way of competing. Design-driven innovations do not come from the market; they create new markets. They do not push new technologies; they push new meanings.

It’s about having a vision, and taking that vision to your customers. Recall to mind 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 once love in the beginning sight.

But where does the vision come from? With fascinating examples from leading European and American companies, Verganti shows that for in reality breakthrough services and products, we should look beyond customers and users to those he calls “interpreters” – the experts who deeply consider and shape the markets they work in.

Design-Driven Innovation offers a provocative new view of innovation thinking and practice.

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