Innovation sent by design. How to change the rules of competition through radical semantic

We live in a society overwhelmed with ideas. How to engage in design in life full of possibilities? Roberto Verganti’s book gives a clear answer, all the more topical these days: in a society, complete ideas, a design that creates meanings comes to the rescue. Verganti proves that in essence, the design is the "endowment of things by meaning" and the most important thing is to shift attention from the meaning of decisions to the meaning of meanings.
In the overpopulated world, the source of differences is not additional options, but the ability to extract meaning from many opportunities. In a world, complete ideas, the design has its goal to comprehend, and not a solution to problems. It is not a matter of improving the things we have, but about changing the reasons why we need them. You can come to innovation, offering not something better, but something more meaningful.
The book offers a new, provocative point of view on innovative thinking and the practice of innovation itself