Addressing: Leveraging the Seductive Power of Interpreters--Bringing Radical Innovations to Market

By: Roberto Verganti

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Synopsis: After you have defined a new vision for a product family in the research phase of design-driven innovation, you must effectively propose that vision and product to the market. There are many known challenges. People may be confused by a radical new proposal, even though they may eventually convert and become passionate about it. Design-driven innovation implies a change in socially accepted paradigms: if it is successful, the market--and consumption culture--will not be the same. Thus, rather than simply launch the product and wait for customers to embrace it, a firm needs to support this paradigm shift through proactive investments aimed at facilitating the understanding, assimilation, and adoption of the new meaning that the product proposes. This chapter looks at how firms, both big and small, can leverage the insights and influence of the very designers who worked on a game-changing product or service to bring these radical innovations to market. This chapter was originally published as chapter 9 of "Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean."