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HBSP (USA)
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Design and Meanings: Innovating by Making Sense of Things--The Advantage of Design-Driven Innovation
Verganti, RobertoBook Chapter HBS-3680BC-EEvery product has a meaning. Yet many companies do not think about how meanings change or how to innovate meanings. They strive to understand how people currently give meaning to things--only to discover that this meaning has been suggested by a new product designed by a competitor. But like technologies, meanings may be subject to an R&D process. And the process through which a company can innovate product meanings is design. This chapter illust...Starting at €8.20
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Radical Pushes: Placing Design-Driven Innovation in the Strategy of a Firm
Verganti, RobertoBook Chapter HBS-3681BC-EMost analysts hold that the innovation strategy of firms consists of two domains: incremental and radical. According to these theories, radical innovation is the realm of technological breakthroughs. The meanings behind products are supposed to be part of the first domain: companies can understand them better only by scrutinizing user behavior and using the resulting insights to improve their products. In this chapter, however, noted innovation e...Starting at €8.20
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The Value and the Challenges: Why Companies Do or Do Not Invest in Design-Driven Innovation
Verganti, RobertoBook Chapter HBS-3683BC-EIn 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 Robe...Starting at €8.20
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The Interpreters: Doing Research with the Design Discourse--Move Away from Users to Innovate with the Help of a Circle of External Research Partners
Verganti, RobertoBook Chapter HBS-3684BC-EEvery company would love to be the one that changes the paradigm, that radically redefines the meaning of things. Companies that master design-driven innovation have a distinct advantage over competitors because they repeatedly develop and release products or services that customers didn't even know they wanted, but now can't live without. Their innovations aren't flukes--these firms have a process and capabilities, built and led by entrepreneurs...Starting at €8.20
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Businesspeople: The Key Role of Top Executives and Their Culture--Design-Driven Innovation Requires Inspiring and Invested Leaders
Verganti, RobertoBook Chapter HBS-3690BC-EIt is widely known that Steve Jobs has an intense devotion to radical innovation projects. The iPod--a design-driven innovation--was no exception. He set the direction and defined the requirements for a product for which there was no reference in the market. And look at the results. There is no radical innovation without inspiring leaders, and this chapter delves into the crucial role executives play in the success of design-driven innovation. Th...Starting at €8.20
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The Innovative Power of Criticism
Verganti, RobertoArticle HBS-R1601G-EThanks to powerful ideation approaches such as design thinking and crowdsourcing, it has become incredibly easy and relatively inexpensive for companies to obtain a vast number of novel concepts, from both insiders and outsiders such as customers, designers, and scientists. Yet many organizations still struggle to identify and seize big opportunities. That's because major changes in society and technology fundamentally challenge the conventional ...Starting at €8.20
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El diseño de productos revolucionarios
Verganti, RobertoArticle HBS-R1110HKnowledge and CommunicationGracias a la colaboración que la Internet ha hecho posible y la innovación abierta que ha estimulado, vivimos en un mundo donde las ideas y las soluciones son abundantes. El principal reto de los gestores de innovación hoy es cómo tomar ventaja de esta gran cantidad de oportunidades, dice el autor, profesor de gestión de la innovación. Sostiene que ser los primeros en lanzar una nueva tecnología es menos importante que ser primero en vislumbrar s...Starting at €8.20
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Interpreting: Developing Your Own Vision--The All-Important Research Phase of Design-Driven Innovation
Verganti, RobertoBook Chapter HBS-3687BC-EIn the process of design-driven innovation, developing a privileged relationship with a circle of researchers who will help you determine how customers give meaning to things is the first step. The knowledge and interpretations culled from this group will then help your company create its own vision and conduct internal research and experiments that allow the firm to eventually launch a radical new meaning into the marketplace. This chapter uses ...Starting at €8.20
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The Design-Driven Lab: How to Start--Building Design-Driven Capabilities
Verganti, RobertoBook Chapter HBS-3689BC-ECompanies that master design-driven innovation have a distinct advantage over competitors because they repeatedly develop and release products or services that customers didn't even know they wanted, but now can't live without. If a company wants to quit the rat race of user-driven product development and become a leader in the radical innovation of product meanings, where should it start? What assets and organizational arrangements should it dev...Starting at €8.20
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Which Kind of Collaboration Is Right for You
Pisano, Gary P.; Verganti, RobertoArticle HBS-R0812F-EThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Nowadays, virtually no companies innovate alone. Firms team up with a variety of partners, in a wide number of ways, to create new technologies, products, and services. But what is the best way to leverage the power of outsiders? To help executives answer that ques...Starting at €8.20