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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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8

INTERPRETING

[ Developing Your Own Vision ]

art

Many people think that Kettle 9093 was the result of a sparkle of creativity. Perhaps, one morning, the image of a kettle with a whistling bird popped into Michael Graves’s mind. No speculation could be further from reality. Kettle 9093 is instead the result of years of research led by Alessi. [IN THE ILLUSTRATION Alessi’s Kettle 9093.]

DEVELOPING A PRIVILEGED RELATIONSHIP with interpreters in the design discourse is only the first action in the process of design-driven innovation. This action is essential, because it allows companies to gain access to knowledge and interpretations. But it is not ...

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