Roberto Verganti’s DESIGN-DRIVEN INNOVATION
Changing the Rules of Competition by
Radically Innovating What Things Mean
How to create innovations that customers do not expect, but that they eventually love? How to create products and services, that are so distinct from those that dominate the market and so inevitable that make people passionate?
Design-Driven Innovation unveils how leaders such as Apple, Nintendo, Alessi, Whole Foods Market build an unbeatable and sustainable competitive advantage through innovations that do not come from the market but that create new markets. These leaders compete through products and services that have a radical new meaning: those that convey a completely new reason for customers to buy them. The cases, data and stories in the book show how to create this new vision and how to successfully propose it to customers. A strategy and a process that leverage the rich and multifaceted network of a firm outsiders, looking beyond customers to those “interpreters”– such as scientists, customers, suppliers, intermediaries, designers, artists – who deeply understand and shape the markets they work in.
Once upon a time, I thought that ‘anyone could an anything’… But I don’t think this now – not so much… Crowds are useful to get a sense of trends. The world is curated and our stories are edited by a top down machine that, as written above, “convey a completely new reason for customers to buy them”.
But within that curated (=controlled) space, there still remains holes to intervene and glitch the system. A little hope… 
Also see The Customer Isn’t a Human Being and the more comprehensive Marketing, Innovation and the Creation of Customers.
