Hasta La Ideas

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pstrongRoberto Verganti: Changing the rules of competition by radically innovating what things mean/strong/p

pa href=”http://www.verganti.it/”Roberto/a is Professor of Management and innovation at a href=”http://www.polimi.it/”Politecnico di Milano/a and author of ema href=”http://www.amazon.com/Design-Driven-Innovation-Competition-Innovating/dp/1422124827/ref=sr_1_1?ie=UTF8s=booksqid=1268313411sr=8-1″Design-driven Innovation/a/em He talked to us about the importance of meaning. Meaning as a way of innovating. First up is an example of a company that looked to innovate a lamp. There have been many lamp redesigns but very quickly these can be copied, most are now on sale in copy form in IKEA. In Roberto’s example the company changed it’s emphasis and decided to use light to make people feel better. This led them to redesign the whole way light was displayed in a room./p

pHe follows up with the well known example of the Wii reinventing computer gaming away from the virtual and towards the real – real movement, real exercise and real sociability. Another example followed, Fiat have created a post-recessionary car, a small car that can fold down into a bed.br /
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