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Abstract
In the current innovation race, products tend to survive for a very short time, and firms are unwilling to waste resources in constant redesign. Design-driven innovation, or radically altering the meanings of products and services, can produce innovations with a life cycle significantly longer than that of the competition. But how do you convince the right people to invest in design-driven innovation? In this chapter, noted innovation expert Roberto Verganti shows how design-driven innovation can bolster a company's economics and reveals where the benefits come from and where the challenges are. This chapter is excerpted from ‘Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean'.
Chapter from: "Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean"
Published by:
Harvard Business Publishing
Length: 29 pages
About
Abstract
In the current innovation race, products tend to survive for a very short time, and firms are unwilling to waste resources in constant redesign. Design-driven innovation, or radically altering the meanings of products and services, can produce innovations with a life cycle significantly longer than that of the competition. But how do you convince the right people to invest in design-driven innovation? In this chapter, noted innovation expert Roberto Verganti shows how design-driven innovation can bolster a company's economics and reveals where the benefits come from and where the challenges are. This chapter is excerpted from ‘Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean'.
Related
Chapter from: "Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean"
Published by:
Harvard Business Publishing
Length: 29 pages