Roberto Verganti

Design Driven Innovation

Changing the Rules of Competition by Radically Innovating What Things Mean

• Gebundenes Buch

Produktbeschreibung

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. This book shows that for truly breakthrough products and services, we must look beyond customers. It offers a fresh view of innovation thinking and practice.

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Produktdetails

• Verlag: Harvard Business Press / Harvard Business Review Press / McGraw-Hill Professional
• Seitenzahl: 288
• Erscheinungstermin: 3. August 2009
• Englisch
• Abmessung: 256mm x 177mm x 30mm
• Gewicht: 556g
• ISBN-13: 9781422124826
• ISBN-10: 1422124827
• Artikelnr.: 23546905

Autorenporträt

Roberto Verganti is Professor of Management of Innovation at Politecnico di Milano. He is the founder of PROject Science, a consulting 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 2006).

Inhaltsangabe

1. Design-Driven Innovation. An introduction b Part One: The Strategy of Design-Driven Innovation/b 2. Design and Meanings. Innovating by making sense of things 3. Radical Pushes. Placing design-driven innovation in the strategy of a firm 4. Technology Epiphanies. The interplay between technology-push and design-driven innovation 5. The Value and the Challenges. Why companies do or do not invest in design-driven innovation b Part Two: The Process of Design-Driven Innovation/b 6. The Interpreters. Doing research with the design discourse 7. Listening. Finding and attracting key interpreters 8. Interpreting. Developing your own vision 9. Addressing. Leveraging the seductive power of the interpreters b Part Three: Building Design-Driven Capabilities/b 10. The Design-Driven Lab. How to start 11. Businesspeople. The key role of top executives and their culture

Rezensionen

One of the Design Primers for Businesspeople. Eschewing the received wisdom that the customer is always right, Politecnico di Milano professor Verganti focuses on game-changing designs that up-end expectations and create entirely new markets... Verganti also includes a useful section on how executives can attempt to instigate their own programs of radical innovation. One of the Best Innovation and Design Books of 2009. - BusinessWeek, December 16, 2009

How should a company devise new meanings and create the designs to embody them? Mr. 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. For Mr. Verganti, it might be said, if life imitates art, corporate life should imitate the making of art. - The Wall Street Journal, October 9, 2009

If you follow Mr. 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". - San Francisco Book Review, September 2009

Verganti ... tells how design innovators add unsolicited meaning" that consumers don't even know they're craving and they create products people can't live without. - BiZed, November-December 2009

One of the best books of the year is undoubtedly Design-Driven Innovation". In it Verganti attacks one of the central mysteries of innovationhow can a company successfully create a product that is a radical break from the past, and which shows the way to a new future? - John Caddell on The Customer Collective, August 12th 2009

Consumption-driven wealth and status are being replaced by identity, belonging, and a strong desire to contribute and do something meaningful" rather than just acquire things. 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. - Design Mind, September 2009