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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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

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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

 

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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.

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