Roberto Verganto Design driven innovation

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Roberto Verganto Design driven innovation

  1. 1. Design driven innovation and management of business creation activities Roberto Verganti Professor of Management of Innovation, Politecnico di Milano Director, MaDe In Lab © Roberto Verganti, Politecnico di Milano roberto.verganti@polimi.it The importance of design in global competition © Roberto Verganti, Politecnico di Milano 1
  2. 2. The importance of design l Why design is important in contemporary society? l How design can become a source of competitive advantage? © Roberto Verganti, Politecnico di Milano The strength of Italian design “In an era of globalization, Italy has a major advantage: its design, unclonable and inimitable ..... design is invisible, an heritage that cannot be shared, it assumes arts and crafts resources that may be developed only in generations…” John Kenneth Galbraith © Roberto Verganti, Politecnico di Milano 2
  3. 3. A success rooted in managerial practices …Northern Italy, is the centre of the design world. Not just because of the design that comes from Italy, but, above all, because of its manufacturing culture; there is no other place in the world where you can find such a vast array of manufacturers who know the value of design Ron Arad © Roberto Verganti, Politecnico di Milano Agenda Design and innovation Design-based strategies Breakthrough strategies: the approach Breakthrough strategies: the process © Roberto Verganti, Politecnico di Milano 3
  4. 4. Agenda Design and innovation Design-based strategies Breakthrough strategies: the approach Breakthrough strategies: the process © Roberto Verganti, Politecnico di Milano Design FUNCTION (TECHNOLOGY) USER (NEEDS) FORM (STYLING) © Roberto Verganti, Politecnico di Milano 4
  5. 5. © Roberto Verganti, Politecnico di Milano Artemide Metamorfosi: The Human Light “Every market-oriented company has understood that design is an advantage . As a result all companies can use it. Design must not only be the instrument that gives a nice form. Rather it must anticipate a need, proposing a vision” Carlotta De Bevilacqua, Vision Group, Artemide “In a moment of total disarray in the world of design, we decided to work not only on the object, but more so on light, in particular its color” Ernesto Gismondi, President, Artemide © Roberto Verganti, Politecnico di Milano 5
  6. 6. Artemide Metamorfosi: The Human Light “Every market-oriented company has understood that design is an advantage . As a result all companies can use it. Design must not only be the instrument that gives a nice form. Rather it must anticipate a need, proposing a vision” Carlotta De Bevilacqua, Vision Group, Artemide “In a moment of total disarray in the world of design, we decided to work not only on the object, but more so on light, in particular its color” Ernesto Gismondi, President, Artemide © Roberto Verganti, Politecnico di Milano Mini Sosia,i Ing. Castaldi Illuminazione (Based on Sosia, 1983) Design - Bertoni, 1996 © Roberto Verganti, Politecnico di Milano 6
  7. 7. Language Message Meanings Metallic Industrial is robust, durable Formal simplicity Big is beautiful (and luxurious) I’m a large industrial product Large size Large-multifunctional rooms Airing grids home ? workplace Post-industrial art © Roberto Verganti, Politecnico di Milano Design FUNCTION (TECHNOLOGY) USER (NEEDS) MESSAGE (LANGUAGE) Meanings Sense, personality, Signs: indexes, symbols, icons identity, emotion, values FORM (STYLING) © Roberto Verganti, Politecnico di Milano 7
  8. 8. Agenda Design and innovation Design-based strategies Breakthrough strategies: the approach Breakthrough strategies: the process © Roberto Verganti, Politecnico di Milano Innovation strategy Radical Improvement FUNCTION (technology) Incremental Improvement Adaptation Generation of to the evolution of new meanings socio-cultural models MEANINGS © Roberto Verganti, Politecnico di Milano (languages) 8
  9. 9. Innovation strategy Radical Improvement FUNCTION (technology) Incremental Improvement Adaptation Generation of to the evolution of new meanings socio-cultural models MEANINGS © Roberto Verganti, Politecnico di Milano (languages) Alessi: Family Follows Fiction “We were aware of … having come to the end of the world of design as it had been us ed up till then We felt the need to shake off our parameters, to think futurably, released from style ….” “At last the route to be followed for the new workshop - that of "the object-toy" - became clear. And it would be conceived beyond aesthetics or style . ‘In a room full of objects a child chooses one to relieve his boredom and solitude; why that object in particular?’ ” Alberto Alessi © Roberto Verganti, Politecnico di Milano 9
  10. 10. Agenda Design and innovation Design-based strategies Breakthrough strategies: the approach Breakthrough strategies: the process © Roberto Verganti, Politecnico di Milano Knowledge about user needs “Market? What Market? We do not look at market needs. We make proposals to People” Ernesto Gismondi, President, Artemide “Working within the metaproject transcends the creation of an object purely to satisfy a function and necessity. Each object represents a tendency, a proposal and an indication of progress which has a more cultural resonance” Alberto Alessi © Roberto Verganti, Politecnico di Milano 10
  11. 11. Understanding user needs The only time we did market research was with Beogram 4000 (in 1972). Marketing people said it would sold 15 units in Denmark and 50 in the world. It turned out of being one of our most successful products Paul Ulrik Skifter, Former CFO Bang & Olufsen © Roberto Verganti, Politecnico di Milano Innovation as generation and integration of knowledge Design push Technology push Market Pull (Radical design driven innovation) TECHNOLOGY TECHNOLOGY TECHNOLOGY NEEDS NEEDS NEEDS LANGUAGE LANGUAGE LANGUAGE © Roberto Verganti, Politecnico di Milano 11
  12. 12. Innovation strategies Radical Improvement TECHNOLOGY PUSH PERFORMANCE (technology) DESIGN PUSH design driven Incremental Improvement MARKET PULL user centered Adaptation Generation of to the evolution of new meanings socio-cultural models MEANINGS © Roberto Verganti, Politecnico di Milano (languages) Understanding user needs User centered Design driven Interpreter Firm Users Socio-cultural context Firm Users Now Socio-cultural context © Roberto Verganti, Politecnico di Milano 12
  13. 13. The interpreters and the design discourse Firms in other industries Publishing Designers Education & Research Users Firms Suppliers Showrooms Design Services Events Artists © Roberto Verganti, Politecnico di Milano A long chain of interpreters “Poets are the unacknowledged legislators of the world” Percy Bysshe Shelley, 1792-1822 The Defense of Poetry, 1819 Piet Mondrian Artemide, Design by Gio Ponti Composition with Yellow, 1930 Fato, 1969 © Roberto Verganti, Politecnico di Milano 13
  14. 14. Agenda Design and innovation Design-based strategies Breakthrough strategies: the approach Breakthrough strategies: the process © Roberto Verganti, Politecnico di Milano The process Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter TALK LISTEN THINK Development USER New New Knowledge Languages and Products Base Meanings © Roberto Verganti, Politecnico di Milano 14
  15. 15. The process Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter TALK Identify key interpreters LISTEN Attract and nurture key interpreters THINK Development USER Immersion New New Knowledge Languages and Products Base Meanings © Roberto Verganti, Politecnico di Milano Very often design is the most immediate way of defining what products become in people's minds Our goal wasn't just to differentiate our product, but to create products that people would love in the future. Jonathan Ive, VP of Industrial Design, Apple © Roberto Verganti, Politecnico di Milano 15
  16. 16. Language Brokering © Roberto Verganti, Politecnico di Milano Not only designers Flat TV with Ambilight, 2004 © Roberto Verganti, Politecnico di Milano 16
  17. 17. Listen: attract and nurture key interpreters Money is not enough Act as an interpreter “Alessi doesn’t make us feel as if we work for Alessi. Rather, we feel as if Alessi is working for us!” Alessandro Mendini, designer © Roberto Verganti, Politecnico di Milano (source HBS case study 9-504-019) The crucial role of technologies La Marie, design Philippe Starck “The research carried out by our engineering department was enormous and very difficult. Finding the material with the right technical characteristics and the right mould was a real undertaking. Just imagine, not even Bayer would have guaranteed the result.” Giulio Castelli Honorary President and founder, Kartell Bookworm, design Ron Arad © Roberto Verganti, Politecnico di Milano 17
  18. 18. Immersion “Ettore Sottsass needed some funding for Memphis. I gave them money and let them free to do what they wanted. To me this was a laboratory” Ernesto Gismondi, Chairman, Artemide © Roberto Verganti, Politecnico di Milano The process Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter TALK LISTEN Create your own vision through research projects THINK Development USER New New Knowledge Languages and Products Base Meanings © Roberto Verganti, Politecnico di Milano 18
  19. 19. Think Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter TALK Interpreter (cultural products) LISTEN (immersion) THINK (research) Development USER Knowledge Base New Build Share Connect Select Embody Products New Languages and Meanings © Roberto Verganti, Politecnico di Milano Artemide Metamorfosi Research on light control and filtering Technology Kit The Human Light Development of several products Light Fields Discussion group on Socio-cultural models Ernesto Gismondi, President , engineer Carlotta de Bevilacqua, Vision Group, architect Andrea Branzi, architect Michele De Lucchi, architect Pierluigi Nicolin, architect Denis Santachiara, architect Luca Vercelloni, architect Ezio Manzini, Architect, Engineer, Professor of Design Coordinated by Paolo Inghilleri, medician and psycologist © Roberto Verganti, Politecnico di Milano 19
  20. 20. Alessi Kettle model 9093 Design Discourse in Milan 3. “Talk” to the (Memphis etc.) community -Books -Exhibitions -Limited series -… 1. “Listen” 2. Research: 4. Product Alessi’s Development “Tea and Coffe Piazza” for the Kettle immersion Model 9093 New Vision and Language Global Design Discourse (architects overseas ) © Roberto Verganti, Politecnico di Milano Alessi Family Follows Fiction Family Follows Fiction Research Meta- Project Workshop Product Development Alberto Alessi, President , law degree Alessandro Mendini, architect Luca Vercelloni, designer Marco Migliari, designer Laura Polinoro, background in art, theater and dance “Reflection on Franco Fornari's theory of affective codes and Winnicott's writings on traditional objects and paradoxical thinking, provided us with further timely instruments of analysis”. “This workshop started in February 1991 and, after talks and reflections with Luca Vercelloni and Marco Migliari, a project task support pamphlet was prepared and implemented in April of the same year, with other designers” © Roberto Verganti, Politecnico di Milano Alberto Alessi 20
  21. 21. Tools Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter TALK Interpreter (cultural products) LISTEN (immersion) LANGUAGE THINK (research) MINING Knowledge Base Build Share Connect Select Embody New Languages and Meanings KNOWLEDGE DESIGN REPOSITORY DIRECTION PROCESS WORKSHOP © Roberto Verganti, Politecnico di Milano The process Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter Exploit the Interpreter TALK seductive power of the interpreters LISTEN Talk by cultural products THINK Development USER New New Knowledge Languages and Products Base Meanings © Roberto Verganti, Politecnico di Milano 21
  22. 22. The process Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter Interpreter TALK Exploit the seductive power of the interpreters Talk by cultural products Books Showrooms Concept products THINK Development USER Prototypes Articles Exhibitions Special projects © Roberto Verganti, Politecnico di Milano Talk © Roberto Verganti, Politecnico di Milano 22
  23. 23. Conclusions l Every product has a meaning. Companies that do not realize this, simply do not manage it nor innovate it Radical Improvement FUNCTION (technology) Incremental Improvement Adaptation Generation of to the evolution of new meanings socio-cultural models MEANING (language) © Roberto Verganti, Politecnico di Milano Conclusions l Every product has a meaning. Companies that do not realize this, simply do not manage it nor innovate it l Design does not necessarily imply getting closer to users (at the expenses of people and innovation) User centered Design driven Interpreter Firm Users Firm Users © Roberto Verganti, Politecnico di Milano 23
  24. 24. Conclusions l Every product has a meaning. Companies that do not realize this, simply do not manage it nor innovate it l Design does not necessarily imply getting closer to users l A networked research process: exploit outside resources through long term network investment (hardly measurable) Firms in other industries Designers Publishing Education & Research Users Firms Suppliers Showrooms Design Services Events & Art Exhibitions © Roberto Verganti, Politecnico di Milano Luca Di Montezemolo Chariman Ferrari Law Conclusions Alberto Alessi Chairman Alessi Law l Every product has a meaning. Companies that do not realize this, simply do not manage it nor innovate it Andrea Pininfarina Chairman Pininfarina l Design does not necessarily imply getting closer to Engineering users l A networked research process Ernesto Gismondi Chairman Artemide l A strategic managerial process: Engineering you do not need to be a designer or a sociologist Jorma Olilla Chairman and CEO Nokia Political Science © Roberto Verganti, Politecnico di Milano 24
  25. 25. Design driven innovation and management of business creation activities Roberto Verganti Professor of Management of Innovation, Politecnico di Milano Director, MaDe In Lab © Roberto Verganti, Politecnico di Milano roberto.verganti@polimi.it 25

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