Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean

Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean

By Roberto Verganti
Harvard Business Press; 288 pages; $35

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. With examples from companies such as Fiat and Swatch, Verganti also includes a useful section on how executives can attempt to instigate their own programs of radical innovation.

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