Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
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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
When Picasso painted, he never thought about a target audience. He didn’t have a target segment of users in mind. But eventually he was not only a great artist. Those who discovered him made also a great business. There is an enormous (and unexploited) business potential also in this type of innovation.”
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
These innovations do not question dominant meanings but simply refresh and further reinforce them. This is the domain of style.
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
Apple is building a scenario of life in which people rent or buy movies at the iTunes stores, download songs from this online store and listen to them through the iPod, and back up data and upload applications wirelessly. In this scenario there is no room for CDs and DVDs. Apple has therefore released its newest notebook, the MacBook Air, without a
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are you willing to offer bold predivtions and hypotheses and then follow through on bringing aout the world in which theyre true
Meanings result from interaction between user and product. They are not an intrinsic part of a product and cannot be designed deterministically. A company may think of a product’s possible meanings and design its features, technologies, and languages to act as a platform, a space where the user can provide his own interpretation. Indeed, people lov
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Companies that do not innovate product meanings through design lose a core opportunity and leave it in the hands of their competitors.
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
“Working within the meta-project transcends the creation of an object purely to satisfy a function and necessity. Each object represents… a proposal.”
Roberto Verganti • Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean
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
It also reveals why design is important to creating competitive advantage: design innovates meanings, and meanings make a difference in the market.