Overcrowded

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, unfiltered—but a vision, subject to criticism. It does not come from outsiders but from one person''s unique interpretation.

The alternate path to innovation mapped by Verganti aims to discover not how things work but why we need things. It gives customers something more meaningful—something they can love. Verganti describes the work of c