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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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PRINTED FROM MIT PRESS SCHOLARSHIP ONLINE (www.mitpress.universitypressscholarship.com). (c) Copyright The MIT Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MITSO for personal use.date: 29 June 2022

Competing through Meaning

Competing through Meaning

The Value for Businesses

(p.45) 3 Competing through Meaning

Roberto Verganti

The MIT Press

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

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