Forget user-centered innovation.” Hmm, sounds like something I would say, but in this case it isn’t me, it is Roberto Verganti, author of “Design-driven innovation. Request PDF on ResearchGate | On Jan 1, , Roberto Verganti and others published Design Driven Innovation: Changing the Rules of Competition by. Design-Driven Innovation offers a provocative new view of innovation and shape the markets they work in Roberto Verganti Design-driven innovation is.

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They don’t push new technologies; they push new meanings. Theoretical book focused on the need for both technology and meaning to drive true innovation in products.

Design-Driven Innovation: Meaning as a Source of Innovation

Diffusion of Innovations6th edn. Every company is surrounded vfrgani several agents firms in other industries that target its same users, suppliers of new technologies, researchers, designers, artists, etc. Books by Roberto Verganti. However, I’m not sure whether the diversity of UCD research methods is clear to Verganti – appears he often identifies market questionaries with UCD which, of course, is a too narrow.

Design-Driven Innovation offers a provocative new view of innovation thinking and practice. The points are comparatively simple though the idea of design driven innovation and mr. With fascinating examples from leading European and American companies, Verganti shows that for truly breakthrough products and services, we must look beyond customers and users to those he calls “interpreters” – the experts who deeply understand and shape the markets they work in.

As Scott Anthony reveals in The Silver Lining, these leaders continue innovating by stopping ineffective initiatives, changing key business processes, and starting more productive behaviors. By analysing the educational backgrounds of designers, for example, it emerges that innovators mix different approaches and mindsets in order to design unique and original products.


A great introduction to what meaning is and why business should care about it. The Meaning of Things: Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use for details see Privacy Policy and Legal Notice.

The overlap between technology push and design-driven innovation in the upper right corner of the diagram highlights that breakthrough technological changes are often associated with radical changes in product meanings, that is to say, shifts in technological paradigms are often coupled with shifts in socio-cultural regimes see Geels, Products within existing categories and constructed from existing technologies can undergo incremental changes, again driven by human-centered design, but they can also undergo radical transformation in meaning: Though examining spending during recessions makes sense, the smartest executives do much more.

In other words, the value of a single collaboration benefits from externalities generated by other collaborations. We do not look at market needs.

Technological innovation has captured most attention, especially as far as radical technological change is concerned. The big wins, of course, are where we combine radical technological innovation with radical meaning innovation.

Radical changes in meaning instead call for radically new interpretations of what a product is meant for, and this is something that might be understood and affected only by looking at things from a broader perspective. See my joint paper with Verganti: Design-driven innovations do not come from the market; they create new markets. They don’t push new technologies; they push new meanings.

Design Driven Innovation : Roberto Verganti :

In this chapter we aim to provide a theoretically solid and empirically grounded view on design from a very specific angle, one which is dictated from this book: Unfortunately, there is design-dirven clear convergence about what this slippery concept of design thinking is: Jan 04, Heidi Paavilainen rated it really liked it. Implications for Innovation Management?


For more information, see the website http: Designers can support companies in the identification and interpretation of how people give meaning to things, and, most of all which makes them different than anthropologists, or sociologiststhey can envision new possible meanings, new experiences p.

The bottom line implication is that firms should not focus only on the characteristics of single external parties when developing a collaborative innovation strategy, but, rather, manage carefully a balanced portfolio of collaborators.

Incremental and radical innovation: It was a great read, corroborating many of the thoughts I have had about design and innovation especially with respect to proposing meanings vs user-centred design.

Found this courtesy of Harvard Business IdeaCast episode Remember me on this computer. Acting as cultural gatekeepers, designers can support companies in the interpretation of different cultures and complex social phenomena. Design and Innovation Strategies The above definition allows us to link design more precisely with other theories of innovation and to sesign-driven out its peculiar nature. The Silver Lining explains how to master this seemingly impossible challenge.

Nowadays Alessi releases new products within this family of toys every year.

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