A Third Type Of Innovation - Innovating Meanings

Radical innovation is pushed by technology. Incremental innovation is pulled by people who use the product. In the book Design Driven Innovation Roberto Verganti argues that there is a third way of competing via innovation. He calls it innovation by redefining the meaning of products. Some examples are the Nintendo Wii and the Apple iPod.

In the book he talks about how companies can systemtatically listen to, intepret and address the unknown and untold needs of customers.
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