Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
Roberto Vergantiamazon.com
Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
That mirror in which Steve Jobs metaphorically looks at himself is not a magic gizmo that delivers soothsayings: it is the mirror of an executive’s personal culture. It reflects his own vision about why people do things, about how values, norms, beliefs, and aspirations could evolve, and also about how they should evolve.
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
Innovation has therefore focused on two strategies: quantum leaps in product performance enabled by breakthrough technologies, and improved product solutions enabled by better analysis of users’ needs. The former is the domain of radical innovation pushed by technology, and the latter of incremental innovation pulled by the market (see figure 1-1).
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Thus, although people may have become more sensitive to the intangible, experiential side of products and services, products do not need to become more emotional or more symbolic. These studies simply tell us that every product or service has a meaning and that firms have always innovated meaning.
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
beauty and innovation sometimes even compete. People associate beauty with aesthetic standards they already have in mind. However, novel products—especially those that are radically innovative—do not conform to existing standards: they try to impose new ones.
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
Where are these relational assets located? First, they reside in your entire organization. Often firms, especially large corporations, already have numerous interactions with potential key interpreters. However, they do not have a picture of this multitude of personal relationships, do not nurture them, and have no process for converting them into
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design as making sense of things.
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
The second finding is that people do not buy products but meanings. People use things for profound emotional, psychological, and sociocultural reasons as well as utilitarian ones. Analysts have shown that every product and service in consumer as well as industrial markets has a meaning.
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
In periods of economic downturn, product meanings become even more relevant. Firms must be able to cut costs without cutting identity and value.
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
A product’s language is its material, texture, smell, name, and, of course, form (style is only one aspect of a product’s language).
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
An interesting observation that emerges is that the emotional and symbolic side of products does not result from recent market evolution toward “postmodern consumption.”32 Meanings have always ruled product success.