Having promoted Design driven innovation from Roberto Verganti on this blog in the last quarters, I was tempted and could not resisted another review. Great post to read and yes – reading the book – should be imperative.
Found at Blogging Innovation » Book Review and Innovation Summary – “Design-Driven Innovation”.
by Braden Kelley
A few weeks ago I received “Design-Driven Innovation” by Roberto Verganti in the mail. “Design-Driven Innovation” is an approachable 230 pages, and is an easy, and pleasant read.
Roberto Verganti is Professor of Management of Innovation Politecnico di Milano and the founder of PROject Science.
If you’ve read books on innovation, they’ve probably been treatises or essays on the topic from a traditional process or strategy angle. “Design-Driven Innovation” is something different. The book is focused on the idea that businesses have the opportunity not just to create innovations that are technology push or market pull (user-centered), but also to create innovations that make meaning.
Design-driven innovation is more about understanding the real meanings that users give to things then about understanding their needs. This is not some new jargon for needs-based or jobs-to-be-done innovation, and while for some people the distinction that design-driven innovation offers may be too subtle, for others it will seem like touchy-feely poppycock. For me it was pure bliss because it is all about insight.
To be continued at http://www.business-strategy-innovation.com/wordpress/2010/06/book-review-and-innovation-summary-design-driven-innovation/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+business-strategy-innovation+(Blogging+Innovation)