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 What Things Means", 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
具體描述
讀後感
"Without the research on reduction and simplification by abstract artists,who deard to challenge dominant assumptions about aesthetic language accepted for centuries? computers would have Victorian decoration."
評分Roberto Verganti: Changing the rules of competition by radically innovating what things mean Roberto is Professor of Management and innovation at Politecnico di Milano and author of Design-driven Innovation He talked to us about the importance of meaning. M...
評分Roberto Verganti: Changing the rules of competition by radically innovating what things mean Roberto is Professor of Management and innovation at Politecnico di Milano and author of Design-driven Innovation He talked to us about the importance of meaning. M...
評分Roberto Verganti: Changing the rules of competition by radically innovating what things mean Roberto is Professor of Management and innovation at Politecnico di Milano and author of Design-driven Innovation He talked to us about the importance of meaning. M...
評分你来到一个了房间里，你忽然发现自己被浸泡在一种靛蓝色与紫色的环境中。灯光的边际在墙上渐渐地变成淡蓝色，温柔地流动这、闪烁着。在这美丽的氛围当中，你感到惬意，感到晕眩乃至激动。你以为这是晚霞，可是打开窗户你却发现这是彻底的黑夜。你忽然发现了这光亮的源头，它在...
用戶評價
這個書值得一說，有意思。先說一個讀書讀到一個小小full circle: 最近剛好對Mondrian有強烈興趣，人物作品介紹看瞭3本，love abstract art and all, 但是就是不懂，為什麼這個人這麼有名！DDI（本書）裏麵恰好給迴答瞭！
评分立意很好，觀點偏頗，理論扯淡
评分有觀點，但是後麵執行方麵不是特彆給力。四星半吧
评分立意很好，觀點偏頗，理論扯淡
评分radical innovation不可能通過consumer來傳達齣的，去一步步細化完善自己去 fit 消費者的現有行為習慣，這種永遠是incremental，要想有市場前瞻性，就像persuasive technology research，直接去影響並給他們建立一種新的行為習慣，讓他們去適應産品，“大跨步創新從而讓他們對産品産生新的感情”，風險和難度必然也大很多。
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