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

Roberto Verganti

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

by Roberto Verganti
Save up to 31%
Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean - Thryft
Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean - Thryft

Innovating product meanings, not just functions.

If you’re looking to shake up the market, not just by offering new features but by changing the game entirely, "Design-Driven Innovation" can be your playbook. It's akin to learning how Apple or Nintendo thought outside the box – you're not just selling a product; you're offering a new perspective. Verganti's approach encourages you to lead, not follow, making it perfect for visionaries eager to set trends rather than chase them.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Sale

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

by Roberto Verganti
Save up to 31%
Condition guide

Book Condition Guide

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*Books may be missing bundle media (e.g. CD, e-book code), if included.

 

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ISBN: 9781422124826
Author: Roberto Verganti
Publisher: Harvard Business Press
Date of Publication: 2009-08-03
Format: Hardcover
Related Collections: Business, Personal Development, Creative Nonfiction
Related Topics: Self Help, Leadership, Inspirational, Business, Entrepreneurship, Management, Productivity
Goodreads rating: 4.0
(rated by 489 readers)

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: Changing the Rules of Competition by Radically Innovating What Things Mean, 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.
 

Innovating product meanings, not just functions.

If you’re looking to shake up the market, not just by offering new features but by changing the game entirely, "Design-Driven Innovation" can be your playbook. It's akin to learning how Apple or Nintendo thought outside the box – you're not just selling a product; you're offering a new perspective. Verganti's approach encourages you to lead, not follow, making it perfect for visionaries eager to set trends rather than chase them.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

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