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OvercrowdedDesigning Meaningful Products in a World Awash with Ideas$
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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

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Innovation of Meaning

Innovation of Meaning

Thriving in an Overcrowded World

(p.1) 1 Innovation of Meaning

Roberto Verganti

The MIT Press

This chapter summarizes the content of the book “Overcrowded”: (1) In the current scenario, overcrowded by ideas, having additional ideas have marginal value, both for businesses and customers. Indeed it destroys value by making things even fuzzier and difficult to discern. (2) In this wealth of opportunities, value comes from envisioning which direction makes more sense. It does not require more ideas, but one meaningful vision. Not to improve how things are, but why we need them. The winners are those who make existing problems old and redefine the scenario; those who make customers fall in love by offering not something better, but something more meaningful. (3) To create meaningful things we need a process whose principles are the opposite of the ideation and outside-in innovation that has populated the innovation discourse in the last years: we need criticism and to start from ourselves.

Keywords:   Design, Innovation, Leadership, Meaning, Vision

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