Design is about radical change of meaning



Three innovation strategies:

  • User-centred innovation
  • Technology-push innovation
  • Design driven innovation

What is the bottom line of the three innovation strategies?

Fist, the full potential of technological breakthroughs is achieved only when someone uncovers the more-powerful quiescent meaning of a new technology.

Second, a technology epiphany is usually much much more disruptive to competition than is the technological breakthrough itself.

Third, as soon as a new technology emerges, companies should rapidly look for the technology epiphany before their competitors do. They should ask, “What is the hidden meaning of this technology? What is its real interpretation? >How can we exploit its full potential? What breakthrough changes in meaning (and therefore in competition) could it drive?” In other words, they should invest in both technology-push and design-driven innovation.

Fourth, given that technology-push and design-driven innovation are closely linked, design is critical for high-tech firm and their R&D departments. If investigations into radical new technologies should go hand in hand with investigations into radical new meanings, then R&D cannot be immune to design. +Roberto Verganti

Roberto Verganti. 2009. Design-driven innovation: changing the rules of competition by radically innovating what things mean.

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