Design-Driven Innovation

Companies at the leading edge of design are often believed to benefit from the collaboration of brilliant designers. The greatest successes are held to originate from the sudden inspiration of some creative genius under the shower. Research by Roberto Verganti, innovation management professor at the Politecnico University of Milan, shows that this image is far removed from reality. The creation of the Metamorfosi lamp by Artemide, which completely changed lighting market codes, is the fruit of several years of basic research on the influence of chromatic variations on human psychological and emotional well-being. Alessi’s collection of metaphorically-shaped kitchen tools, such as a Chinese mandarin-shaped lemon juicer, a squirrel-shaped nut-cracker, etc., which sold like hotcakes in a stable market, is the result of research conducted over several years by a highly diverse panel of experts on the emotional value attached to domestic objects.

Well documented, Design-Driven Innovation thus shows that, in most cases, breakthrough innovations benefited from long-term research efforts. The author suggests, in particular, ideas for companies to create their own research network. He also underlines the proactive and personalized nature of the approach, as well as on the mindset required to capitalize fully on these external sources of inspiration.