Overcrowded: Il manifesto di un nuovo modo di guardare all'innovazione

Overcrowded: Il manifesto di un nuovo modo di guardare all'innovazione
ISBN-10
8820383780
ISBN-13
9788820383787
Category
Computers
Pages
272
Language
Italian
Published
2018-02-28T00:00:00+01:00
Publisher
HOEPLI EDITORE
Author
Roberto Verganti

Description

Viviamo in un mondo in cui le nuove idee abbondano. Ciò che manca alla maggior parte delle aziende non è ‘un’idea in più’ ma la capacità di dare senso alla sovrabbondanza di nuove opportunità. Oggi i classici libri sull’innovazione consigliano di impegnarsi in sessioni di brainstorming creativo e sollecitare contributi esterni, sia dai clienti sia dalle comunità. Questo genere d’innovazione può essere efficace per migliorare i prodotti ma non per cogliere le opportunità più rilevanti del mercato. Questo libro offre un nuovo punto di vista, l’innovazione di significato, che meglio si adegua al mondo in cui oggi viviamo. Il percorso alternativo verso l’innovazione indicato dall’autore ha come obiettivo non tanto capire come le cose funzionano ma comprendere perché le desideriamo: ovvero, come offrire ai clienti qualcosa che sia dotato di un significato più grande - qualcosa che possano amare. Verganti descrive al proposito come hanno operato alcune aziende - Nest Labs, Apple, Yankee Candle, Philips Healthcare e molte altre - che hanno creato business di grande successo grazie a questo approccio. L’innovazione guidata dal significato è il mezzo per creare prodotti di valore nel mondo di oggi: se qualcosa è allo stesso modo significativo per le persone che lo creano e per coloro che lo usano, si produce valore.

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