Overcrowded

"A more powerful innovation, which seeks to discover not how things work but why we need things. The standard text on innovation advises would-be innovators to conduct creative brainstorming sessions and seek input from outsiders - users or communities. This kind of innovating can be effective at improving products but not at capturing bigger opportunities in the marketplace. In this book Roberto Verganti offers a new approach - one that does not set out to solve existing problems but to find breakthrough meaningful experiences. There is no brainstorming - which produces too many ideas,…