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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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7

LISTENING

[ Finding and Attracting Key Interpreters ]

art

The collective of Memphis was engaged in challenging, radical research. They provide one of the most interesting examples of how basic research on product meanings moves to applications. [IN THE ILLUSTRATION First room: the studio of Memphis’s Ettore Sottsass. On the wall: a sketch of the Carlton sideboard. Second room: A laboratory at Alessi. On the table: a prototype of the Mandarin citrus squeezer. Third room: the office of Jonathan Ive at Apple. On the table: a prototype of the iMac G3.]

SO, YOU ARE TELLING ME that I should hire a superstar designer and trust him?” interrupted a man ...

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