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The Book — “Design-Driven Innovation” by Roberto Verganti

In “Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean”, Roberto Verganti introduces the concept of “radical innovation of meaning” and puts it in perspective with the more traditional “technological innovation”. This type of innovation that focuses on making sense of things is called “Design-Driven Innovation”.

In the first part of the book, the author tells us about the strategic aspects of design-driven innovation and the way it can be game changing, may it be in well established organizations or in emerging new markets.

Through some examples like Swatch, Fiat (Panda) and Nintendo (Wii), he explains us how these companies used design-driven innovation (sometimes only by innovating the meaning, sometimes by combining technological and meaning innovation) to create new values in their respective markets, and sometimes radically pivot the market.