MIT Press, 2017.

We live in a world awash with ideas. 

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 do not need one more idea. We need to find a meaningful direction. To focus our creativity and the creativity of others towards a shared purpose.

"Overcrowded" 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 to nurture a new purpose that is actionable and that people love.

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Design-Driven Innovation

Harvard Business Press, 2009.

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. It has been translated in 8 languages.

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