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Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean Hardcover – 4 August 2009

by Roberto Verganti (Author)
4.3 4.3 out of 5 stars 76 ratings
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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.
It's about 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 to 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? 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.
Design-Driven Innovation offers a provocative new view of innovation thinking and practice.

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  1. Print length
    288 pages
  2. Language
    English
  3. Publisher
    Harvard Business Review Press
  4. Publication date
    4 August 2009
  5. Dimensions
    15.75 x 2.54 x 23.62 cm
  6. ISBN-10
    9781422124826
  7. ISBN-13
    978-1422124826
  8. See all details
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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 Inside Flap


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

Product details

  • ASIN ‏ : ‎ 1422124827
  • Publisher ‏ : ‎ Harvard Business Review Press (4 August 2009)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 288 pages
  • ISBN-10 ‏ : ‎ 9781422124826
  • ISBN-13 ‏ : ‎ 978-1422124826
  • Dimensions ‏ : ‎ 15.75 x 2.54 x 23.62 cm
  • Customer Reviews:
    4.3 4.3 out of 5 stars 76 ratings

About the author

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Roberto Verganti

Roberto Verganti

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Roberto Verganti is Professor of Leadership and Innovation at the Stockholm School of Economics – House of Innovation, where he is Director of The Garden – Center for Design and Leadership. He also in the Faculty of the Harvard Business School, where he teaches Design Theory and Practice, and is a co-founder of Leadin’Lab, the laboratory on the LEAdership, Design and Innovation at the School of Management of Politecnico di Milano. Roberto is an Ambassador of the European Innovation Council, at the European Commission.

Roberto’s research focuses on how to create innovations loved by people, both their users and their creators. He explores how leaders and organizations generate radically new visions, and make those visions come real. His studies lie at the intersection between leadership, design and technology strategy. In his research Roberto combines methodologies of in-depth analysis of cases with experimentations with pioneering firms, in a variety of industries and contexts.

Roberto is the author of “Overcrowded. Designing Meaningful Products in a World Awash with Ideas”, published by MIT Press in 2017, where he provides processes and methods to create breakthrough transformations. He is also the author of “Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating what Things Mean”, published by Harvard Business Press in 2009, which has been selected by BusinessWeek as one of the Best Design an Innovation Books, and by the Academy of Management for the George R. Terry Book Award as one of the best 6 management books published in 2008 and 2009. It has been translated in 8 languages. His research on management of design and design clusters has been awarded the Compasso d'Oro (the most prestigious design award in Italy).

Roberto has issued more than 150 articles, including “Developing Products on Internet Time” published on Management Science, and “Innovating Through Design”, “Which Kind of Collaboration is Right for You”, “Designing Breakthrough Products”, and “The Innovative Power of Criticism” all published on the Harvard Business Review. He is in the Hall of Fame of the Journal of Product Innovation Management, from which he received the 2020 Albert Page Award to the article “Innovation and Design in the Age of Artificial Intelligence” and where he acts today as an Associate Editor. He has been featured on The Wall Street Journal, The New York Times, Financial Times, Forbes, BusinessWeek. Roberto is a regular contributor to the Harvard Business Review online magazine.

Roberto, together with his team of likeminded researchers-consultants, has served as advisor to executives and senior managers at a wide variety of manufacturing and service firms including Ferrari, Ducati, Procter & Gamble, Unilever, Gucci, Samsung, STMicroelectronics, Zappos, Microsoft, IBM, Johnson&Johnson, Nestlè, Philips, 3M, Tetrapak, ARUP, NTT, Deloitte. He has also helped national and regional governments around the world to conceive design and innovation policies.

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Davide R.
5.0 out of 5 stars A must have
Reviewed in Italy on 9 December 2023
Verified Purchase
Some examples might sound outdated, but the approach, the principles, and the depth of the arguments are remarkable.
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Jesús R. G.
5.0 out of 5 stars Un libro verdaderamente único, cambia la perspectiva amateur de un estudiante de diseño
Reviewed in Mexico on 7 January 2017
Verified Purchase
Soy diseñador industrial y siempre trato de buscar una variedad enorme de libros que hablan de innovación the metodologías del diseño... pero todas las que he encontrado son vagas y poco profundas, no son críticos y terminan siendo inservibles.

Este libro es la excepción y una suerte que lo encontrara, es el mejor libro que puedes leer para cambiar el mindset de como se puede trabaja realmente para colaborar, crear productos y servicios con significado y que tengan una vida larga en el mercado, lo mejor de todo es que mostró demasiados ejemplos y sobre todo mostró la manera en que Alessi ha triunfado en su forma de trabajar. Para los que no saben, Alessi es una empresa a la cual no he encontrado información en internet tan fácilmente de su estrategia para ser competitivos y poder diseñar cosas únicas.

Es el libro indicado para cambiar la perspectiva amateur de un estudiante de diseño y transformar su visión a una mucho más profesional. Me dio la razón de por qué ser diseñar, tiene valor.
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Ari Massoudi
5.0 out of 5 stars Le Must-Read sur le sujet !
Reviewed in France on 16 February 2016
Verified Purchase
Tout est dans mon titre. Ce livre en anglais est vraiment excellent, l'auteur développe une théorie sur l'innovation qui a mon sens est la meilleure à ce jour sur le sujet. Je recommande ce livre à tous ceux impliqués dans l'innovation, consultants, journalistes, économistes, sociologues, chefs d'entreprises et managers en R&D, scientifiques universitaires ... .
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Alicia
4.0 out of 5 stars Retador
Reviewed in Spain on 8 November 2015
Verified Purchase
Trabajo con metodologías centradas en usuario y este libro me está aportando una visión distinta y complementaria a los procesos de innovación. Lo considero muy interesante y recomendable.
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Vidya
5.0 out of 5 stars A refreshingly different book on Innovation.
Reviewed in India on 3 June 2014
Verified Purchase
The book stands out as one that is grounded in practical, yet refreshingly different and deep insights. The author has been able to succinctly bring out what is largely implicit knowledge amongst companies that actually are at the cutting edge of product innovation.

The idea I liked best was that Design is not just about product features, but a way of thinking, interacting and influencing.

Another common misconception about Innovation is that it involves Breakthrough technology, which the book dispels.

Of course, the challenge for people to be able to adapt these ideas is that unlike product features that can be copied or technology that can be imitated, a new approach needs a new mindset, which is not easy to drive. It has to be built into the DNA of the organization. Large organizations that have followed a certain approach will find it particularly challenging to change course. Start ups could start by building such ideas into their culture and way of work.

I actually read this book and the copy I bought was for a friend of mine who holds a position in Product Development.
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