Roberto Verganti’s book “Design-Driven Innovation” is one of the best business books of the year. It discusses the methods certain companies use to create products with radically new meanings, offering customers something they never realized they wanted and generating long-term competitive advantage and outsized profits as well. In this podcast, Professor Verganti discusses the ideas behind the book and how it applies to companies like Apple, BMW, Artemide, and Harley-Davidson.
For more information, visit the book’s companion website.
0:35 What is the “meaning” of a product?
6:00 The meaningfulness of the iPhone
13:50 The role of “interpreters” in Design-Driven Innovation
19:50 Relationships between companies and interpreters
23:45 What is the CEO’s role in Design-Driven Innovation?
30:00 How much of the CEO’s time is required?
33:25 More resources on Design-Driven Innovation
Review: “Design-Driven Innovation”
[Theme music: "Up the Coast" from West Indian Girl's CD "4th and Wall"]