Contents

Letter to the Reader

1 Design-Driven Innovation

An introduction

Part One: The Strategy of Design-Driven Innovation

2 Design and Meanings
3 Radical Pushes
4 Technology Epiphanies
5 The Value and the Challenges

Innovating by making sense of things
Placing design-driven innovation in the strategy of a firm
The interplay between technology-push and design-driven innovation
Why companies do or do not invest in design-driven innovation

Part Two: The Process of Design-Driven Innovation

6 The Interpreters
7 Listening
8 Interpreting
9 Addressing

Doing research with the design discourse
Finding and attracting key interpreters
Developing your own vision
Leveraging the seductive power of the interpreters

Part Three: Building Design-Driven Capabilities

10 The Design-Driven Lab
11 Businesspeople

How to start
The key role of top executives and their culture

Appendix A: Companies, Industries, and Markets Discussed in This Book
Appendix B: Implications for Education and Design Policies