Roberto. Verganti
- Published in print:
- 2017
- Published Online:
- September 2017
- ISBN:
- 9780262035361
- eISBN:
- 9780262335829
- Item type:
- book
- Publisher:
- The MIT Press
- DOI:
- 10.7551/mitpress/9780262035361.001.0001
- Subject:
- Art, Design
We live in a world awash with ideas. We have become more creative, and thanks to digital technologies, we have easy access to an unprecedented amount of novel opportunities. How to make sense of this ...
More
We live in a world awash with ideas. We have become more creative, and thanks 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, it shows how we can nurture a new purpose that is actionable, and that people love.Less
We live in a world awash with ideas. We have become more creative, and thanks 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, it shows how we can nurture a new purpose that is actionable, and that people love.
Roberto Verganti
- Published in print:
- 2017
- Published Online:
- September 2017
- ISBN:
- 9780262035361
- eISBN:
- 9780262335829
- Item type:
- chapter
- Publisher:
- The MIT Press
- DOI:
- 10.7551/mitpress/9780262035361.003.0003
- Subject:
- Art, Design
This chapter explores why innovation of meaning is relevant for businesses. Why it is a major differentiator. How does innovation of meaning create business value? Why is it relevant in current ...
More
This chapter explores why innovation of meaning is relevant for businesses. Why it is a major differentiator. How does innovation of meaning create business value? Why is it relevant in current competition? And especially when is it relevant? What are the contextual drivers that lead to new meaning? When it is likely to occur? (I.e., when is it likely that in an industry a new vision succeeds, hopefully proposed by you rather than by a competitor?) This is due to two converging phenomena. On the one hand customers search for it (see above). On the other hand, only a few organizations know how to do it effectively. Firms have become extremely productive in generating ideas of solutions, especially thanks to the web and to creative methods such as design thinking. But the more ideas they create, the more they see a confused landscape in which they struggle to find a meaningful direction. In a way, the success and diffusion of problem solving is one of the major causes of its own loss of relevance, and of the prominence of innovation of meaning. Ideas are abundant. Meanings are rare. And value, in business, is in what’s rare.Less
This chapter explores why innovation of meaning is relevant for businesses. Why it is a major differentiator. How does innovation of meaning create business value? Why is it relevant in current competition? And especially when is it relevant? What are the contextual drivers that lead to new meaning? When it is likely to occur? (I.e., when is it likely that in an industry a new vision succeeds, hopefully proposed by you rather than by a competitor?) This is due to two converging phenomena. On the one hand customers search for it (see above). On the other hand, only a few organizations know how to do it effectively. Firms have become extremely productive in generating ideas of solutions, especially thanks to the web and to creative methods such as design thinking. But the more ideas they create, the more they see a confused landscape in which they struggle to find a meaningful direction. In a way, the success and diffusion of problem solving is one of the major causes of its own loss of relevance, and of the prominence of innovation of meaning. Ideas are abundant. Meanings are rare. And value, in business, is in what’s rare.
