A review by jenshoffmann
Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean by Roberto Verganti

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.