Design-driven innovation : changing the rules of competition by radically innovating what things mean

Until now, the literature on innovation has focused either on radical innovation pushed by technology or incremental innovation pulled by the market. In Design-Driven Innovation: How to Compete by Radically Innovating the Meaning of Products, Roberto Verganti introduces a third strategy, a radical shift in perspective that introduces a bold new way of competing. Design-driven innovations do not come from the market; they create new markets. They don't push new technologies; they push new meanings.
For companiges this mean having a vision and taking that vision to your customers. Think of game-changers like Nintendo's Wii or Apple's iPod. They overturned our understanding of what a video game means and how we listen music. Customers had not asked for these new meanings, but once they experienced them, it was love at first sight. But where does the vision come from ?

Part One - The Strategy of Design-Driven Innovation
Part Two - The Process of Design-Driven Innovation
Part Three - Building Design-Driven Capabilities