Roberto Verganti

'Design-Driven Innovation'-the Powerful Advantage that Comes from Changing the Meaning of a Product

One of the best books of the year is undoubtedly “Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean,” by Roberto Verganti. In it Verganti, a favorite of this blog, attacks one of the central mysteries of innovation–how can a company successfully create a product that is a radical break from the past, and which shows the way to a new future?

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An Alternate Approach to Product Innovation: the Lombardy Design Cluster

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