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

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, ...

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