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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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6

THE INTERPRETERS

[ Doing Research with the Design Discourse ]

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Mondrian and the scientists at the corporation were pursuing the same type of activity: exploring new possibilities, recombining others’ findings, experimenting, identifying promising results, sharing them with others, exploiting their discoveries. In other words: research.

HOW DO YOU CREATE design-driven innovations? Every company would love to be the one that changes the paradigm, that radically redefines the meaning of things. We know why. Previous chapters show the value of designdriven innovation—its contribution to profit, brand value, product longevity, and asset generation. ...

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