The standard text on innovation advises would-be innovators to conduct creative brainstorming sessions and seek input from outsiders - users or communities. This kind of innovating can be effective at improving products but not at capturing bigger opportunities in the marketplace. In this book, Roberto Verganti offers a new approach - one that does not set out to solve existing problems, but to find breakthrough experiences. There is no brainstorming - which produces too many ideas, unfiltered - but a vision, subject to criticism.
Roberto Verganti, a professor of the management of innovation at Politencnico di Milano, writes about how companies can systematically create innovations that customers don’t even know they want.
"It is what it says"
Conventional ideation can create a bewildering sea of ideas. Here’s how to make sense of them - and capture big opportunities.