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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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4

TECHNOLOGY EPIPHANIES

[ The Interplay Between Technology-Push and Design-Driven Innovation ]

art

Radical innovation of technologies and radical innovation of meanings are closely entangled. Every technology embeds many meanings, some of which are potentially disruptive, although they are not visible at first. [IN THE ILLUSTRATION Nintendo Wii.]

An article in the July 2007 issue of Sports Illustrated included the following passage:

It wasn’t exactly Bjorn Borg shrieking at the sky after winning Wimbledon, but there was a certain drama to Russ Yagoda’s celebration at the Brooklyn tavern Barcade last Saturday. The 23-year-old advertising account ...

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