- Hardcover: 264 pages
- Publisher: The MIT Press; 1 edition (February 3, 2017)
- Language: English
- ISBN-10: 0262035367
- ISBN-13: 978-0262035361
- Product Dimensions: 6 x 0.7 x 9 inches
- Shipping Weight: 1.1 pounds (View shipping rates and policies)
- Average Customer Review: 3 customer reviews
- Amazon Best Sellers Rank: #245,621 in Books (See Top 100 in Books)
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Overcrowded: Designing Meaningful Products in a World Awash with Ideas 1st Edition
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In his new book, we find Roberto Verganti at his most humanistic, placing the 'person' back at the center of attention. The individual is no longer simply the object of our design thinking approach, but becomes the very starting point of the innovation process, ideating from the inside out, in an act of love toward people and society. In a full-circle journey that moves from person to person, Roberto shares with us why, in modern society, we need 'innovation by meaning' more than ever; and why this notion makes such sense for business today. Overcrowded serves as a precious gift and a priceless reminder for anybody trying to create something new in this world.(Mauro Porcini, Senior Vice President and Chief Design Officer, PepsiCo)
Overcrowded challenges the conventional wisdom that innovation is all about problem-solving and that the key to success is creating more ideas to solve problems. In a world full of ideas, Verganti argues, advantage lies with those organizations that can craft innovative visions, rather than those that can find yet one more idea. This is a provocative book that will get you to think about innovation in an entirely new way.(Gary P. Pisano, Harry E. Figgie Professor of Business Administration, Harvard Business School)
There is a need to scale from the creation of new things to the creation of new thinking to spark purpose and intent. Overcrowded probes how to transform innovation, applying in-depth dialogue to unlock relevancy and meaning into the future.(Eric Quint, Vice President and Chief Design Officer, 3M Company)
Radical innovation is not only making things in a new way. It's also, and most of all, proposing a new vision of things. This is the message, strong and also necessary, that this book proposes. Verganti addresses organizations, but I believe his message goes beyond businesses to inspire everyone who is engaged in the social conversation about the future.(Ezio Manzini, Honorary Professor, Politecnico di Milano, President of DESIS Network, author of Design, When Everybody Designs: An Introduction to Design for Social Innovation)
This book is a beautiful demonstration that the sense of innovation has changed. Product breakthrough won't make the difference: the pioneers who imagine a world that didn't exist before are the ones to succeed. Roberto Verganti reveals a strategic key to business leadership: value creation is fundamentally about sharing a powerful purpose and creating experiences that inspire people inside and outside the company.(Bernard Charlès, Vice Chairman and CEO, Dassault Systèmes)
About the Author
Roberto Verganti is Professor of Leadership and Innovation at Politecnico di Milano. He is the author of Design-Driven Innovation, named by Business Week as one of the best design and innovation books of 2009.
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Overcrowded goes far ahead from Verganti's previous book, Design-Driven Innovation, to provide a step-by-step guide on how to innovate in meanings. When you read the book, you can feel how his previous innovation process has been proven, polished and systematized to make it more accesible to innovation professionals.
I think Verganti is truly offering us a new way to innovate in an overcrowded world of innovation methodologies. The book is very coherent with its own message by offering a fresh perspective on the innovation process. I loved the humanism that is felt across the book, as making innovation a gift of love to other human beings.
Overcrowded challenges the conventional wisdom that innovation is all about brainstorming, open innovation and not criticizing ideas.
Chapter 2, The Search for Meaning, was very valuable for me because it discusses what people value and how people are searching meaning in this fast paced world, and how innovating in meaning is key to helping people find purpose in their lives.
The example of the candle was very clarifying to me, specially because this is a very ordinary product that has been transformed in meaning and continues growing in the present.
Intuitively, we have always known that customers or user don't know what they want and if you want to surprise them with innovation, the worst thing to do is to ask them for ideas. Verganti desmistifies the importance we have given to the user and challenges us to think inside-out.
I found PART III of the book very helpful, specially the methods and tools and the detailed explanations on how to put the concepts into practice. As someone that has attempted to innovate in meaning based on Verganti's previous book, his second book gives a lot of light on how to apply this process.
Mr. Verganti: Thank you for writing this book. What a great gift to innovation and the world. I have been waiting for it for a long time and it was worth the wait.