The etymology of design goes back to the latin de + signare and means making something, distinguishing it by a sign, giving it significance, designating its relation to other things, owners, users or gods. Based on this original meaning, one could say:
design is making sense [of things].

Klaus Krippendorff, 1989

 

 

The Title

This is not a book on design, at least not in the way many people think of design: it is not about styling, or about creativity, or about scrutinizing users.
This is a book on management. It’s about how to manage innovations that customers do not expect but that they eventually love. It shows how executives can realize an innovation strategy that leads to products and services that have a radical new meaning: those that convey a completely new reason for customers to buy them.

Why then the title “Design”-Driven Innovation?
Because design, in its etymological essence, means “making sense of things.”
Design-driven innovation is therefore the R&D process for meanings.

Why then the title “Design”-Driven Innovation?
Because design, in its etymological essence, means “making sense of things.”
Design-driven innovation is therefore the R&D process for meanings.