O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

3

RADICAL PUSHES

[ Placing Design-Driven Innovation in the Strategy of a Firm ]

art

Innovation of meanings, like innovation of technologies, may also be radical. And radical innovation of meanings is rarely pulled by users but is instead proposed by firms. [IN THE ILLUSTRATION In the woman’s hand: Alessi’s “Anna G.” corkscrew from the Family Follows Fiction product family.]

I spied “Anna G.” in a shop window. She was smiling to me, her mouth expressed a childish joy. She was wearing a combed dress in pastel colors. I picked it up in my hands[, and] her head was going up and down among her shoulders, and she waved towards me with long, thin chromium-plated ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required