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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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From Me to People

(p.131) 6 Envisioning

Roberto Verganti

The MIT Press

This chapter illustrates the first phase of an innovation journey: how individuals can envision breakthrough directions. The process of innovation of meaning moves from the inside-out. It starts from us. Everyone, within an organization, harbours a sense of what could be meaningful to customers. Everyone nurtures hypotheses. They may be explicit, but most often implicit, in our mind, and in our heart. If we do not expose them, they will in any case sway our interpretations when we will listen to others. Better then to take them out. First, because by exposing our hypotheses we reduce the risk of being stuck in our own assumptions. Second, because our hypotheses are the precious raw ingredient to fuel the entire process. The ingredient that will be then critically melted and fused with others along the way. By “envisioning” we therefore to expose our individual hypotheses. We do this by addressing this question: “What would I love people to love”? The phase of Envisioning asks us to elicit what has been silently boiling inside for a while. It provides a formal and legitimate context to think about what we would love people to love. This chapter illustrates who should envision, and how.

Keywords:   Envisioning, vision design, inside-out innovation, creativity, leadership, innovation, design, innovation methods

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