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Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean (Pocket Mentor) Hardcover – 1 Aug 2009

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Product details

  • Hardcover: 288 pages
  • Publisher: Harvard Business School Press (1 Aug. 2009)
  • Language: English
  • ISBN-10: 1422124827
  • ISBN-13: 978-1422124826
  • Product Dimensions: 23.6 x 15.7 x 2.5 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: 214,243 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

One of the Design Primers for Businesspeople. Eschewing the received wisdom that the customer is always right, Politecnico di Milano professor Verganti focuses on game-changing designs that up-end expectations and create entirely new markets... Verganti also includes a useful section on how executives can attempt to instigate their own programs of radical innovation. One of the Best Innovation and Design Books of 2009. - BusinessWeek, December 16, 2009 How should a company devise new meanings and create the designs to embody them? Mr. Verganti suggests that companies form relationships with "interpreters"--individuals and organizations looking at settings similar to the one in which the company's products would be used. For Mr. Verganti, it might be said, if life imitates art, corporate life should imitate the making of art. - The Wall Street Journal, October 9, 2009 If you follow Mr. Verganti's advice, it may take a while, but your competition will be left wondering how it was you managed to redefine (and capture) their business". - San Francisco Book Review, September 2009 Verganti ... tells how design innovators add "unsolicited meaning" that consumers don't even know they're craving -- and they create products people can't live without. - BiZed, November-December 2009 One of the best books of the year is undoubtedly "Design-Driven Innovation". In it Verganti attacks one of the central mysteries of innovation--how can a company successfully create a product that is a radical break from the past, and which shows the way to a new future? - John Caddell on The Customer Collective, August 12th 2009 Consumption-driven wealth and status are being replaced by identity, belonging, and a strong desire to contribute and do something "meaningful" rather than just acquire things. Roberto Verganti, in his new book, Design-Driven Innovation, argues that there is a "Third Way of Innovation," driven by meaning, or to be more precise, by those cultural "interpreters" who have the ability to "make sense of things" and give existing things new meaning -- and thus create new markets. - Design Mind, September 2009

From the Back Cover


Roberto Verganti’s fascinating analysis will stimulate all thoughtful business readers, students, and practitioners alike. This passionate and keenly observed book offers a valuable and provocative new view, and will be a fundamental reference for all those interested in design and determined to pursue innovation as a driving factor in their profession. -- Luca di Montezemolo, Chairman Ferrari S.p.A. and Fiat S.p.A.

Every manager interested in innovation should read this book. The perspectives it provides will make a crucial difference to managers in the twenty-first century. -- Marco Iansiti, David Sarnoff Professor of Business Administration, Harvard Business School; coauthor of The Keystone Advantage

Verganti shares powerful insights into both the process and value of design-driven innovation, to the benefit of business leaders and, ultimately, the customers we serve. -- Brian C. Walker, President and CEO, Herman Miller Inc.

Can design save the world? No, but it can definitely help make it better, especially if integrated within the systems that already have direct impact on the economy and on policy making. Roberto Verganti belongs to a small group of enthusiastic experts and interpreters that have set out to explain the culture of design to the powerful but unaware, so that they can appreciate its full potential. -- Paola Antonelli, Senior Curator, Architecture and Design, The Museum of Modern Art

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2 of 2 people found the following review helpful By Robin Ferraby on 27 Aug. 2009
Format: Hardcover
Very good book on innovating in the culture space, showing how this isn't optional for radical change.

For anyone who wants to understand how to innovate in immeasurables that motivate consumers, the right brain stuff that business has found it hard to interact with. We're well into the experience age, now the challenge is to build on that by acknowledging the cultural context of everything.

It's largely targeted at traditional senior business types and attempts to shift the mindset away from technology innovation alone and towards meaning innovation being the driver, and highlights how this comes from cultural cues/discourse etc. It shows how radical innovation takes cultural leadership (meaning leadership), something a step on from user-centerdness.

There is a lot of affinity with what Verganti covers and the discipline of Semiotics although he doesn't mention it by name.

Two strong strands in the 'how' are building relational networks with culture leaders, 'interpreters', and how all business people are 'people' and therefore have their own cultural standpoint from which to enter the design discourse.

A very timely book on how to get there (design driven innovation) from here (traditional business practice).
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1 of 1 people found the following review helpful By A Customer on 15 Mar. 2010
Format: Hardcover
If interested in innovation, this is not a book to miss - Verganti indeed show proof of a new and emerging trend in todays market, the need to both follow a inside-out and outside-in perspective in your strategic decision-making.

Recently, companies have been fixated on the market and consumers as drivers of company innovation (User-driven innovation) however, in opposition to that, Verganti presents both practical and academic evidence of the fact that "the masses" might not be the best place to gather inspiration for the future radical steps (A claim which I find true but has caused heavy discussions).

Although speaking very much in favour on this approach - which I consider relevant for companies stuck in a red sea, or that wish to ensure a continuous and on the edge innovation market position - the authour actually acknowledge this fact, as he argue that design-driven innovation is a strategy adaptable for almost every industry (yet, some more relevant than others).

It is thus an interesting and insightful book which can be of valuable inspiration for both company leaders as well as managers - providing tools for selecting and engaging in the appropriate way with the relevant context (being internal or external).
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3 of 4 people found the following review helpful By Robert Morris TOP 100 REVIEWER on 27 Aug. 2009
Format: Hardcover
Does design drive innovation or does innovation drive design. The answer is "Yes." The success of each approach depends almost entirely on what Roberto Verganti characterizes as "radical research" and those who either conduct it or support those who do. In his introductory Letter to the Reader, Verganti explains that this is a book on management. More specifically, "it's about how to manage innovation that customers do not expect but eventually love. It shows how executives can realize an innovation strategy that leads to products and services that have a radical new meaning: those that convey a completely new reason for customers to buy them. Their meanings are so distinct from those that dominate the market that they might take people by surprise, but they are so inevitable that they convert people and make them passionate." Or what Ben McConnell and Jackie Huba describe as "customer evangelists."

Verganti calls this strategy "design-driven innovation" because design, in its etymological sense, means "making sense of things." Therefore, think of design-driven innovation as the R&D process for meanings. This book shows "how companies can manage this process to radically overturn dominant meanings in an industry before their competitors so and therefore rule the competitors." Throughout his lively narrative, Verganti responds to questions such as these:

1. How to innovate by making sense of things?

2. How to integrate design-driven innovation with an organization's strategy?

3. How to initiative and then sustain productive interplay between "technology-push" and design-driven innovation?

4. Why do some companies invest in design-driven innovation and others don't?
Read more ›
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Format: Kindle Edition
The central insight from Verganti is that User Centred design is not an elixir for all big design and innovation challenges and that outside of what users tell you, we must reinvent the meaning of products, rather then simply improve their design within the boundaries of their current meaning to consumers.

However having made this point very well he spends the second half of the book in quite a rambling and uninteresting discussion of implementing this within a team and company.

Well worth a read for that central insight
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Format: Hardcover Verified Purchase
Really helpful guide
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