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jorisvanmens's review against another edition
5.0
(Review from a few years back) A book on product innovation. It proposes the product creator should not focus on users, but instead spend his time engaging in discourse with “interpreters” (scholars, suppliers, analysts, companies in other fields, etc.) This allows him to form theories about how new products could convey new meaning to people. The most successful products innovate on both technology and meaning.
The product is delivered as a “proposal” to the end user. It is not something the user was looking for -- an innovative product will take getting used to and will stand criticism before slowly gaining widespread adoption.
The book uses a lot of examples from Italian design (e.g. Alessi, Artemide, Fiat). Overall a great read, in particular as it strikes a different tone from many other (often software-focused) product / design innovation books I've read.
The product is delivered as a “proposal” to the end user. It is not something the user was looking for -- an innovative product will take getting used to and will stand criticism before slowly gaining widespread adoption.
The book uses a lot of examples from Italian design (e.g. Alessi, Artemide, Fiat). Overall a great read, in particular as it strikes a different tone from many other (often software-focused) product / design innovation books I've read.
jenshoffmann's review against another edition
4.0
Radical innovation defines a new meaning. To really change the life and the market, design-driven innovation can't rely on the voice of the customer or market research alone. The desig-driven company needs a carefully selected network of interpreters, a network of trusted and leading individuals who are caring for the same market or clients but from a non-competitive perspective. This network forms the fertile ground for research of new trends or different meanings to be incorporated in new products and services. If a company defines a new meaning, like Apple did with the iPod/iTunes ecosystem, conventional users might not be a receptive testbed for those new concepts, but your network of interpreters might be and they also may lend you there seductive power to reach a critical mass in the market.
These key concepts are embedded in a systematic design process and illustrated with case studies derived from leading italian design-driven companies.
Design-Driven Innovation by Roberto Verganti is a thought provoking and stimulating text which is an easy read.
These key concepts are embedded in a systematic design process and illustrated with case studies derived from leading italian design-driven companies.
Design-Driven Innovation by Roberto Verganti is a thought provoking and stimulating text which is an easy read.
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