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In this book author upends conventional thinking by unveiling a third strategy. Design driven innovations do not come from the market; they create new markets. They don’t push new technologies; they push radically new meanings.
The book outlines a systematic process led by firms’ top executives- for leveraging relationaship with interpreters into radical new meanings for products:
1. Listening – Identify and attract key interpreters and access their knowledge about possible new meanings
2. Interpreting - Develop unique proposals based on this knowledge
3. Addressing – Use the seductive power of interpreters to sway customers’ minds and hearts.
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