How to create innovations that customers do not expect, but that they eventually love? How to create products and services, that are so distinct from those that dominate the market and so inevitable that make people passionate?
In a context where everyone is using design, "Design-Driven Innovation" unveils a design strategy that makes a difference. A strategy and a process that leverage the rich and multifaceted network of a firm outsiders, looking beyond customers to those "interpreters" who deeply understand and shape the markets they work in.
Design Driven Innovation has been nominated by BusinessWeek among the Best Design and Innovation books and by the Academy of Management for the George R. Terry Award for the best Management books.
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