Radical innovation is a proposal or idea and not a product. It is user-centered and focussed on meaning.

What is your innovation strategy?

In his book, “Design-Driven Innovation“, author Roberto Verganti outlines a framework for mapping strategy for innovation as a radical change in meanings. Check out his thinking in the diagram below:

Design-Driven Innovation

As your company maps its innovation strategy, this distinction of radical innovation of meanings rather than features may be noteworthy in your product development. If you’re not thinking about radical innovation right now, you can be sure your competitor is. Lead, follow, or get out of the way has never rang so true.

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