Book description
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.
Table of contents
- Cover
- Copyright
- Dedication
- Letter to the Reader
- 1: DESIGN-DRIVEN INNOVATION
- Part One: THE STRATEGY OF DESIGN-DRIVEN INNOVATION
- Part Two: THE PROCESS OF DESIGN-DRIVEN INNOVATION
- Part Three: BUILDING DESIGN-DRIVEN CAPABILITIES
- Appendix A: Companies, Industries, and Markets Discussed in This Book
- Appendix B: Implications for Education and Design Policies
- Notes
- About the Author
Product information
- Title: Design Driven Innovation
- Author(s):
- Release date: August 2009
- Publisher(s): Harvard Business Review Press
- ISBN: 9781422136577
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