Interpreting: Developing Your Own Vision--The All-Important Research Phase of Design-Driven Innovation

By: Roberto Verganti

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Synopsis: In the process of design-driven innovation, developing a privileged relationship with a circle of researchers who will help you determine how customers give meaning to things is the first step. The knowledge and interpretations culled from this group will then help your company create its own vision and conduct internal research and experiments that allow the firm to eventually launch a radical new meaning into the marketplace. This chapter uses examples to show how this process of interpretation and creation may unfold, including Alessi's Tea and Coffee Piazza, Barilla's Beyond Primo Piatto, and Arthur Bonnet's Design Direction Workshops. You will see that design-driven innovation is not the fast creative and brainstorming sessions that are typical of concept generation but rather a deep investigation that, like technological research, escapes attempts to imprison innovation in simple, sequential ten-step rules. This chapter was originally published as chapter 8 of "Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean."