Design Driven Innovation

In Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean, Roberto Verganti challenges traditional views on innovation by proposing a strategy that goes beyond both technology-driven breakthroughs and market-pulled improvements. This insightful approach emphasizes the creation of new meanings rather than merely responding to existing customer demands. Drawing on compelling examples from both European and American companies, Verganti illustrates how visionary interpretations can transform entire industries. Just as revolutionary concepts like Apple's iPod and Nintendo's Wii reshaped our perceptions of music and entertainment, design-driven innovation paves the way for creating entirely new markets. Verganti introduces the idea of looking beyond the immediate feedback of users, highlighting the critical role of "interpreters" – experts who understand and redefine market trends. This book offers a fresh and provocative perspective on competing in a rapidly changing world, urging organizations to embrace a bold vision that redefines what products and services can mean.