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

Harvard Business Press
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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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About the author

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).
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Additional Information

Publisher
Harvard Business Press
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Published on
Aug 12, 2009
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Pages
288
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ISBN
9781422136577
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Language
English
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Genres
Business & Economics / Industrial Management
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Content Protection
This content is DRM protected.
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Available on Android devices
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A more powerful innovation, which seeks to discover not how things work but why we need things.

The standard text on innovation advises would-be innovators to conduct creative brainstorming sessions and seek input from outsiders—users or communities. This kind of innovating can be effective at improving products but not at capturing bigger opportunities in the marketplace. In this book Roberto Verganti offers a new approach—one that does not set out to solve existing problems but to find breakthrough meaningful experiences. There is no brainstorming—which produces too many ideas, unfiltered—but a vision, subject to criticism. It does not come from outsiders but from one person's unique interpretation.

The alternate path to innovation mapped by Verganti aims to discover not how things work but why we need things. It gives customers something more meaningful—something they can love. Verganti describes the work of companies, including Nest Labs, Apple, Yankee Candle, and Philips Healthcare, that have created successful businesses by doing just this. Nest Labs, for example, didn't create a more advanced programmable thermostat, because people don't love to program their home appliances. Nest's thermostat learns the habits of the household and bases its temperature settings accordingly.

Verganti discusses principles and practices, methods and implementation. The process begins with a vision and proceeds through developmental criticism, first from a sparring partner and then from a circle of radical thinkers, then from external experts and interpreters, and only then from users.

Innovation driven by meaning is the way to create value in our current world, where ideas are abundant but novel visions are rare. If something is meaningful for both the people who create it and the people who consume it, business value follows.

The global phenomenon that has sold 3.6 million copies, is published in a record-breaking 44 languages and is a bestseller across five continents—now updated and expanded with new content

In this perennial bestseller, embraced by organizations and industries worldwide, globally preeminent management thinkers W. Chan Kim and Renée Mauborgne challenge everything you thought you knew about the requirements for strategic success. Recognized as one of the most iconic and impactful strategy books ever written, Blue Ocean Strategy, now updated with fresh content from the authors, argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves (spanning more than 100 years across 30 industries), the authors argue that lasting success comes not from battling competitors but from creating “blue oceans”—untapped new market spaces ripe for growth.

Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans. This expanded edition includes:A new preface by the authors: Help! My Ocean Is Turning RedUpdates on all cases and examples in the book, bringing their stories up to the present timeTwo new chapters and an expanded third one — Alignment, Renewal, and Red Ocean Traps — that address the most pressing questions readers have asked over the past 10 years

A landmark work that upends traditional thinking about strategy, this bestselling book charts a bold new path to winning the future. Consider this your guide to creating uncontested market space—and making the competition irrelevant.

To learn more about the power of blue ocean strategy, visit blueoceanstrategy.com. There you’ll find all the resources you need—from ideas in practice and cases from government and private industry, to teaching materials, mobile apps, real-time updates, and tips and tools to help you make your blue ocean journey a success.

THE PRACTICAL, EASY INTRODUCTION TO MODERN SUPPLY CHAIN/LOGISTICS MANAGEMENT FOR EVERY PROFESSIONAL AND STUDENT!

COVERS CORE CONCEPTS, PLANNING, OPERATIONS, INTEGRATION, COLLABORATION, NETWORK DESIGN, AND MORE SHOWS HOW TO MEASURE, CONTROL, AND IMPROVE ANY SUPPLY CHAIN INCLUDES PRACTICAL ADVICE FOR JUMPSTARTING YOUR OWN SUPPLY CHAIN CAREER

This easy guide introduces the modern field of supply chain and logistics management, explains why it is central to business success, shows how its pieces fit together, and presents best practices you can use wherever you work.

Myerson explains key concepts, tools, and applications in clear, simple language, with intuitive examples that make sense to any student or professional. He covers the entire field: from planning through operations, integration and collaboration through measurement, control, and improvement.

You’ll find practical insights on hot-button issues ranging from sustainability to the lean-agile supply chain. Myerson concludes by helping you anticipate key emerging trends—so you can advance more quickly in your own career.

Trillions of dollars are spent every year on supply chains and logistics. Supply chain management is one of the fastest growing areas of business, and salaries are rising alongside demand. Now, there’s an easy, practical introduction to the entire field: a source of reliable knowledge and best practices for students and professionals alike.

Paul A. Myerson teaches you all you’ll need to start or move forward in your own supply chain career. Writing in plain English, he covers all the planning and management tasks needed to transform resources into finished products and services, and deliver them efficiently to customers.

Using practical examples, Myerson reviews the integration, collaboration, and technology issues that are essential to success in today’s complex supply chains. You’ll learn how to measure your supply chain’s performance, make it more agile and sustainable, and focus it on what matters most: adding customer value.

MASTER NUTS-AND-BOLTS OPERATIONAL BEST PRACTICES
Improve procurement, transportation, warehousing, ordering, reverse logistics, and more BUILD A BETTER GLOBAL SUPPLY CHAIN
Manage new risks as you improve sustainability STRENGTHEN KEY LINKAGES WITH YOUR PARTNERS AND CUSTOMERS
Get supply chains right by getting collaboration right PREVIEW THE FUTURE OF SUPPLY CHAINS—AND YOUR SUPPLY CHAIN CAREER
Discover “where the puck is headed”—so you can get there first

The 7 Habits of Highly Effective People by Stephen R. Covey | Summary & Analysis

 

Preview:


The 7 Habits of Highly Effective People is a self-help book that outlines seven skills to develop in order to increase efficiency and have more rewarding interpersonal relationships.

Living according to the seven habits requires paradigm shifts that allow an individual to become flexible enough to change. One is the shift in associations when considering independence and interdependence. Independence, which is more valued by contemporary personality-driven trends, can cause problematic isolation and stifle cooperation. Interdependence describes a healthier approach that enables teamwork. The seven habits also require an understanding of the difference between production, or results, and production capacity, the processes that generate the results, neither of which can be prioritized at the cost of the other.

The first three habits relate to private victories. First, people should restrict their efforts to the things that they can actually influence, and not waste energy on things that cause worry but cannot be directly controlled...

 

 

PLEASE NOTE: This is key takeaways and analysis of the book and NOT the original book.

 

Inside this Instaread Summary of The 7 Habits of Highly Effective People

 

·      Overview of the book

·      Important People

·      Key Takeaways

·      Analysis of Key Takeaways

 

About the Author

With Instaread, you can get the key takeaways, summary and analysis of a book in 15 minutes. We read every chapter, identify the key takeaways and analyze them for your convenience.

A more powerful innovation, which seeks to discover not how things work but why we need things.

The standard text on innovation advises would-be innovators to conduct creative brainstorming sessions and seek input from outsiders—users or communities. This kind of innovating can be effective at improving products but not at capturing bigger opportunities in the marketplace. In this book Roberto Verganti offers a new approach—one that does not set out to solve existing problems but to find breakthrough meaningful experiences. There is no brainstorming—which produces too many ideas, unfiltered—but a vision, subject to criticism. It does not come from outsiders but from one person's unique interpretation.

The alternate path to innovation mapped by Verganti aims to discover not how things work but why we need things. It gives customers something more meaningful—something they can love. Verganti describes the work of companies, including Nest Labs, Apple, Yankee Candle, and Philips Healthcare, that have created successful businesses by doing just this. Nest Labs, for example, didn't create a more advanced programmable thermostat, because people don't love to program their home appliances. Nest's thermostat learns the habits of the household and bases its temperature settings accordingly.

Verganti discusses principles and practices, methods and implementation. The process begins with a vision and proceeds through developmental criticism, first from a sparring partner and then from a circle of radical thinkers, then from external experts and interpreters, and only then from users.

Innovation driven by meaning is the way to create value in our current world, where ideas are abundant but novel visions are rare. If something is meaningful for both the people who create it and the people who consume it, business value follows.

一本完整詮釋設計力創新理論與實務的專書


◆榮獲義大利設計界最高榮譽「金圓規獎」

◆美國《商業周刊》年度十大好書

◆美國《商業周刊》、《華爾街日報》、《舊金山書評》重磅推薦


激進式創新х進化策略管理х創造品牌價值與文化優勢 = 競爭力


設計的創新已經邁入另一個時代:從技術的變革,進入使用者的生活脈絡,向他們的生活提案,提供一種意義和願景。


書中提到的企業是商業設計經典的最佳範例:Alessi、Artemide、Ferrari、FIAT、KARTELL、Bang & Olufsen,這些公司大多是中小企業,多半連設計部門都沒有,卻是產業的創新領導者。


為什麼他們能帶領潮流?創造意義是他們的核心能力。培養設計式創新的能力是一項挑戰,一旦個人與企業創造了意義的激進創新能力,將獲得別人無法模仿的的競爭優勢,也將創造源源不絕的獲利,超乎你原本的想像。


本書所提的設計力創新,是種激進式創新,這個概念開創了創新管理領域一個全新的視野,它正在改變設計與企管專業。書中採個案研究,並深入分析技術推力與市場拉力的創新;藉由激進式創新,進化策略管理、創造品牌價值與文化優勢,而得以在競爭激烈的商業環境中無往不利。


【國內外專業推薦】


紐約現代美術館資深策展人 安東奈莉

義大利法拉利與飛雅特公司董事長 蒙特澤莫羅

Herman Miller總裁兼執行長 布萊恩.沃克


明基電通、佳世達科技 副總經理暨設計長 王千睿

《美學CEO》作者 吳翰中

實踐大學副校長.工業產品設計學系教授 官政能

政治大學商學院智財所副教授 邱奕嘉

國立政治大學企業管理研究所特聘教授、美國西北大學Kellogg School行銷學博士 洪順慶

國立台灣師範大學設計研究所教授 鄧成連 

奇想創造群創辦人暨設計總監 謝榮雅 


【推薦好評】


★揭示創新的新方向

市場上一片創新聲,所有的企業都以創新為年度主軸,把創新當作企業翻升的關鍵密碼。一般的創新法則是從了解顧客行為開始,從人性的角度去思考創新的發展,屬於「無中生有」的創新;《設計力創新》一書卻揭示了一個新的方向,作者認為創新即是向顧客提案,透過傾聽、詮釋、訴說而賦予創新全新的意義,因此這是一個精心設計的過程。


創新的高度不確定性和高風險,往往是企業寧願因襲舊制、裹足不前的原因。本書提供培養設計力創新能力的方法,讓企業可以更精準賦予創新的意義,更清楚掌握創新的內涵。《設計力創新》的意念佐以精簡的文字與多元的範例,為企業另闢創新的蹊徑。


站在巨人的肩膀上,才能看得更遠;懂得設計力創新的企業,才能立於不敗。

——政治大學商學院智財所副教授 邱奕嘉


★超乎消費者預期的品牌經營

企業要創造競爭優勢,只經營顧客滿意是不夠的。奢華品牌LV、Prada、Gucci的愛用者不只是對他們所擁有的品牌滿意,還以擁有這些品牌為榮;蘋果的顧客使用一系列的蘋果產品如MacBook、iPod、iPhone、iPad,他們會因為擁有這些產品而引以為傲;MontBlanc也不遑多讓,其忠誠顧客經常擁有其手表、名片夾、公事包、鋼筆、原子筆、鑰匙包等。這些顧客不只是滿意,而是愛戀他們所擁有的品牌。愛戀的最重要原因之一是這些品牌的經營者,所設計出來的產品不斷創新,超乎他們的想像和預期。


現代行銷哲學的中心思想是市場導向,即公司上下針對有關現在與未來顧客需求市場情報的蒐集,跨部門的情報傳播,並據此採取反應行動的經營理念。大多數公司若能服膺市場導向的經營哲學,必能創造極佳的競爭優勢和顧客滿意度(Customer Satisfaction, CS),因為這些公司能滿足消費者需求。經營顧客滿意度,是每一家公司的重要目標,很多公司定期搜集顧客意見,追蹤、管理顧客滿意度。


不過少數的公司並不以此為滿足,他們認為要讓消費者喜出望外,超越顧客預期,創造驚喜,不能被動地只研究消費者需求,而是主動睿智地對消費者提案。相較於市場導向的演進式(evolutionary)創新,根基於對消費者的洞察;設計驅動(design-driven)的革命式(revolutionary)創新,則奠基於不同領域專家的詮釋。例如在Alessi公司,建築師為茶與咖啡餐具用品設計帶來完全不同的理念;生活型態領導者Apple為電腦、音樂和手機顛覆傳統的創新思維。《設計力創新》一書果敢地指出,創新性公司的成功之道,在於和各不同領域許多詮釋者的互動網路,而非只是一昧地依賴焦點團體研究或市場調查。

——國立政治大學企業管理研究所特聘教授、美國西北大學Kellogg School行銷學博士洪順慶


★羅伯托.維甘提的精彩分析,能激發喜愛思考的商業書讀者、學生與業界人士。書中論述頭頭是道、觀察敏銳,並提出有價值、具啟發性的新觀點,對有志於設計,並決心在專業中不斷追求以創新為動力的人而言,是重要的參考。

——盧卡.迪.蒙特澤莫羅(Luca di Montezemolo),義大利法拉利與飛雅特公司董事長


★每一位關注創新的經理人都該閱讀這本書。書中觀點將為二十一世紀的經理人,帶來極為關鍵的差異。

——馬可.伊安希帝(Marco Iansiti),哈佛商學院David Sarnoff企管教授、《網絡互聯經濟》(The Keystone Advantage)共同作者 



出版社 馬可孛羅 (城邦)

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