Jump to ContentJump to Main Navigation
OvercrowdedDesigning Meaningful Products in a World Awash with Ideas$
Users without a subscription are not able to see the full content.

Roberto. Verganti

Print publication date: 2017

Print ISBN-13: 9780262035361

Published to MIT Press Scholarship Online: September 2017

DOI: 10.7551/mitpress/9780262035361.001.0001

Show Summary Details
Page of

PRINTED FROM MIT PRESS SCHOLARSHIP ONLINE (www.mitpress.universitypressscholarship.com). (c) Copyright The MIT Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in MITSO for personal use (for details see http://www.mitpress.universitypressscholarship.com/page/privacy-policy).date: 18 August 2018

Competing through Meaning

Competing through Meaning

The Value for Businesses

Chapter:
(p.45) 3 Competing through Meaning
Source:
Overcrowded
Author(s):

Roberto Verganti

Publisher:
The MIT Press
DOI:10.7551/mitpress/9780262035361.003.0003

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.

Keywords:   Value Propositions, Disruptive Innovation, Value of Innovation, Differentiation, Technology Epiphanies, Digital Disruption, Vision Alignment

MIT Press Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.