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

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1

DESIGN-DRIVEN INNOVATION

[ An Introduction ]

art

With Metamorfosi, Artemide had completely overturned the reason why people would buy a lamp. Not another beautiful lamp, but a light that makes you feel better. It had radically changed its meaning. [IN THE ILLUSTRATION On the table: Artemide’s Yang lamp (of the Metamorfosi family); in the painting: Artemide’s Tizio “task luminaire.”]

MARKET? WHAT MARKET! We do not look at market needs. We make proposals to people.”

Without another word, Ernesto Gismondi, chairman of Artemide, stared at the professor to see his reaction. A strong personality and a brilliant mind, Gismondi was not the kind of person ...

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