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

Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean | Roberto Verganti | Finally the truth about design process

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Greatest hits La-Di-Da 24: Season Seven Maid in Manhattan Design Driven Inno...

	Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean Roberto Verganti Harvard Business Press, 2009 - 288 pages average customer review:based on 12 reviews view larger image
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highly recommended

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: How to Compete by Radically Innovating the Meaning of Products, 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.

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A new meaning for design:fascinating!

If you want to be a real game changer and were highly disappointed by the homonymous book; and yet, if you are not a designer, but are eager to find out how design allows a breakthrough technology to disrupt an industry, then this book is certainly for you!

Professor Verganti takes you on an intriguing and never-want-to-stop reading that will introduce you to a new type of innovation...neither technology push nor market pull: it is what the brilliant author refers to as Design Driven Innovation, and through which you can create new meanings.

The book is very well articulated in two sections: the former focuses on products - taken from the Italian furniture landscape, the entertainment world, the watch and automotive industry, that Prof. Verganti uses as examples to get the reader familiar to this new concept of innovation. The latter, instead, becomes more theoretical as the author explains the Design Driven Innovation framework that will allow you to:

-Create a new meaning in the industry thus defining new rules of the game
-Overturn the competition with a sustainable advantage
-Create products with clear personality that stand apart
-Translate the uniqueness of the offering in higher profit margin per unit and product longevity
-Set new socio cultural models

The takeaway message is that, unfortunately, not anybody is suitable for implementing this type of innovation: you need to be bold, have a forward looking attitude and, more important, love the risk. Good luck with that!

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Finally the truth about design process

Roberto Verganti finally translates into business-speak what every designer knows in their gut: that an innovative design process requires intuition AND a rational, analytic view. Informed intuition beats user-centered research. Truly innovative design happens when enlightened manufacturers trust design 'interpreters' to create new positions within the culture - to make a new proposal for how we live. For designers, this distinguishes between design for incremental newness and design for radical cultural innovation. Verganti provides this fantastic bridge between theory and practice to illustrate how radical new ideas can transform the market by proposing new categories rather than catering to existing ones. The hard lesson for business is this: real innovation is propositional and risky, not researched and proven. Twenty years after Branzi's 'Learning from Milan' we get the business version....

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Rethinking Sources of Competitive Advantage

Although occasionally repetitive, this book is an eye opener. There is a sub-text in the market that companies fail to read...what clients literally ask for is often a symptom but not what they really need. This book attempts to explain how companies can develop resources and talent networks to better interpret the full context of client demand. It shows that when companies focus exclusively on linear processes it's almost impossible to create a sustainable competitive advantage since these are easily observable and replicated by a competitor. True innovation anticipates market demand, and it comes from developing both internal and external teams that allow senior executives (who must be fully engaged) to see and act on emerging trends before others. The author's key point is that this creates a company culture that drives sustainable growth and success that is always one step ahead.

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Design Driven Innovation Review

I have had some problems with the delivery of the item because it was completely soaked. I guess it has been only an incident.
About the book, I found it very nice and particular, I think it shows a new meaning about design and how it can lead innovation. For an engineering, like me, I think it refers to something less standard and more connect with creativity. Today, like the book explains, managers can not concentrate their efforts in innovation without thinking about new meanings, that not necessarily they are new needs.

Read it and tell me your opinions.

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Good for first innovation design book

If you have never read design book or not a part of design community but wanting to know some aspect of it, this is the book for you. Otherwise, meh~~

Go for The Design of Everyday Things, A Fine Line, Emotional Design, About Face if you want some in-depth design insight.

reviews: page 1, 2, 3

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