We live in a world awash with ideas. Thanks to open innovation, design thinking, crowdsourcing, and especially to digital technologies, we have easy access to an unprecedented amount of novel opportunities.
How to make sense of this overabundance of opportunities?
How to envision the next big thing?
How to avoid trying everything and fall into the paradox of ideas (the more ideas we create the less we innovate)?
To succeed in an overcrowded world we need a meaningful direction. To focus our creativity and the creativity of others towards a new, shared purpose.
This book shows how to take the first crucial step in any innovation journey: the design of a meaningful direction. It provides the mindset, the process, and the tools.
Leveraging on the experiences of firms such as Apple, Yankee Candle, Nest Labs, Philips, Gucci, Deloitte, the book shows how we can nurture a new purpose that is actionable, and that people love.
The MIT Press, 2017