Gamechangers: Creating Innovative Strategies for Business and Brands; Lessons in Innovation from Those Winning the Game

8 DESIGN . . . INNOVATING A BETTER BUSINESS MODEL CHANGE YOUR BUSINESS

Gamechangers innovate far beyond their products, applying their creativity and design to the market and business, embracing ideas from outside and in, bottom up and top down, from simple frugality to advanced luxury.

• More innovative . . . from product development . . . to business innovation . . . They think more creatively and disruptively about every aspect of their business.
• More designed . . . from technical invention . . . to design thinking . . . They combine function and form, in everything from business model to customer experience.
• More collaborative . . . from technical experts . . . to open diversity . . . They work with customers and partners from initial ideas through to commercial impact.

8.1 INNOVATION . . . MAKING THE WORLD A BETTER PLACE

Do you remember music before Apple? As a youth, I sat surrounded by vinyl. As an adult, piles of CDs littered my home, and when I tried to download my first MP3 file, I pulled my hair out until I looked like Steve Jobs. My first iPod arrived with clickwheel in translucent white. It looked beautiful, felt good, but didn't do much. But then iTunes arrived. And the industry was transformed. And my home, and my music, too.

Innovation, turning ideas into practical applications, is all around us. Whilst most product innovation is incremental and quickly imitated, it is the innovation of business models and customer experiences that transform businesses, ...