[ How to Start ]


The assets that back design-driven innovation are embedded not in tools but in relationships among people. Their tacit nature makes them hardly imitable. Once you have developed a distinctive relational asset, competitors can hardly scratch your competitive position. [IN THE ILLUSTRATION Henkel’s Fresh Surfer.]

IF A COMPANY WISHES to become a leader in the radical innovation of product meanings, where should it start? What assets and organizational arrangements should it develop? And how should it sustain and improve them over time? Part 1 of this book frames the value of design-driven innovation and ...

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