In our second Virtual Salon, May 27 2013, we discussed the theory of Design Driven Innovation from Roberto Verganti, Professor of Management of Innovation.

How to create innovations that customers do not expect, but that they eventually love? How to create products and services, that are so distinct from those that dominate the market and so inevitable that make people passionate?

‘You will not find photos of products in the book. In fact, “Design-Driven Innovation” is everything but a book on the form of products. Rather, it is about meanings and management.’

Thus, the book describes a theory on which designers base their ideas for new products. If you are a designer interested in this subject, and wanting to join, please let us know!