Summary |
In Design Driven Innovation, respected innovation expert Roberto Verganti 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 a firm’s top executives-for leveraging relationships with interpreters into radical new meanings for products:
• Listening: Identify and attract key interpreters and access their knowledge about possible new meanings.
• Interpreting: Develop unique proposals based on this knowledge
• Addressing: Use the seductive power of interpreters to sway customers’ minds and hearts.
Providing a provocative view of innovation thinking and practice, this book demystifies how serial innovators design breakthroughs that delight customers and deliver unbeatable competitive advantage.
|
