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Featured Speaker
Design-Driven Innovation: The Power of the Elite Circles
Roberto Verganti, Professor of Management of Innovation, Politecnico di Milano
No secrets are left about how design can help create innovations that better suit existing user needs. As many firms are increasingly adopting the same approach to innovation, user-centered design is losing its differentiation power. Yet, we still know almost nothing about how design can create radical innovations that do not come from users; that may even confuse them initially, but eventually convert them and make them passionate advocates. Roberto Verganti illustrates the results of a decade of studies in his book, Design-Driven Innovation: How to Change the Rules of Competition by Radically Innovating What Things Mean, published by Harvard Business Publishing. First, he shows how radical innovation often comes from circles of talents, who have powerful interpretations of the evolution of society, culture and technologies. Second, he illustrates how corporations may identify and attract those radical talents earlier and better than their competitors.
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