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-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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