Forget user-centered innovation.” Hmm, sounds like something I would say, but in this case it isn’t me, it is Roberto Verganti, author of “Design-driven innovation. Request PDF on ResearchGate | On Jan 1, , Roberto Verganti and others published Design Driven Innovation: Changing the Rules of Competition by. Design-Driven Innovation offers a provocative new view of innovation and shape the markets they work in Roberto Verganti Design-driven innovation is.
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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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Flap copy Roberto Verganti’s fascinating analysis will stimulate all thoughtful business readers, students, and practitioners alike.
This passionate and keenly observed book offers a valuable and provocative new view, and will be a fundamental reference for all those interested in design and determined to pursue innovation as a driving factor in their profession. Every manager interested in innovation should read this book.
The perspectives it provides will make a crucial difference to managers in the twenty-first century. Can design save the world? No, but it can definitely help make it better, especially if integrated within the systems that already have direct impact on the economy and on policy making.
Roberto Verganti belongs to a small group of enthusiastic experts and interpreters that have set out to explain the culture of design to the powerful but unaware, so that they can appreciate its full potential. Back cover copy Roberto Verganti s fascinating analysis roberot stimulate all thoughtful business readers, students, and practitioners alike. Table of contents 1. An introduction Part One: The Strategy of Design-Driven Innovation 2.
Design-Driven Innovation: Meaning as a Source of Innovation
Innovating by making sense of things 3. Placing design-driven innovation in the strategy of a firm 4. The interplay between technology-push and design-driven innovation 5. The Value and the Challenges. Why companies do or do vergqni invest in design-driven innovation Part Two: The Process of Design-Driven Innovation 6.
Doing research with the design discourse 7. Finding and attracting key interpreters 8. Developing your own vision 9.
Leveraging the seductive power of the interpreters Part Three: Building Design-Driven Capabilities How to start The key role of top executives and their culture show more. Review quote One of the Design Primers for Businesspeople. Eschewing the received wisdom that the customer is always right, Politecnico di Milano professor Verganti design-ddiven on game-changing designs that up-end expectations and create entirely new markets Verganti also vrgani a useful section on how executives can attempt to instigate their own programs of radical innovation.
Design-Driven Innovation: Meaning as a Source of Innovation – Oxford Handbooks
One of the Best Innovation and Design Books of Verganti suggests that companies form relationships with “interpreters”–individuals and organizations looking at settings similar to the one in which the company’s products would be used. Verganti, it might be said, if life imitates art, corporate life should imitate the making of art.
Verganti’s advice, it may take a while, but your competition will be left wondering how it was you managed to redefine and capture their business”. In it Verganti attacks one of the central mysteries of innovation–how can a company successfully create a product that is a radical break from the past, and which shows the way to a new future?
Roberto Verganti, in his new book, Design-Driven Innovation, argues that there is a “Third Way of Innovation,” driven by meaning, or to be more precise, by those cultural “interpreters” who have the ability to “make sense of things” and give existing things new meaning — and thus create new markets.
He is the founder vrrgani PROject Science, a innovatioh institute which advises global corporations on the management of strategic innovation, and is the author of many articles in scientific journals, as well as the article “Innovating Through Design,” published in the Harvard Business Review December Book ratings by Goodreads.
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