Design-driven innovation: Changing the rules of competition by radically innovating what things mean.

«Until now, innovation studies have focused either on radical innovation pushed by technology or incremental innovation pulled by the market. In Design-Driven Innovation, respected innovation expert Roberto Verganti upends conventional thinking by unveiling a third strategy. Design driven innovations do not come from the market; they create new markets. They don’t push new technologies; they push radically new meanings.»