Design Driven Innovation: How to Compete by Radically Innovating the Meaning of Products by Roberto Verganti
My rating: 5 of 5 stars
I was a little reluctant at first, but have to say this was a rather insightful read.
My main takeaway: We do need to infuse user-centricity into the culture at our organizations, but more importantly- an understanding that it is the context in which our audience lives, works, and plays is how they ascribe meaning to the products and services they use, but even more importantly still is that this context can be changed, or designed.
With this in mind, we can create markets and ecosystems of innovative products and services by proposing solutions they didn’t even know they wanted.