Overcrowded

Roberto Verganti presents a new approach to innovation that emphasizes developing a clear vision focused on understanding why people need certain experiences, rather than just improving existing products through traditional brainstorming. This method involves cultivating a meaningful vision, subjecting it to critical feedback from diverse perspectives, and ultimately creating products and experiences that deeply resonate with consumers. Drawing on examples from companies like Nest Labs and Apple, Verganti highlights how innovation driven by purpose and meaning can generate substantial business value in a crowded marketplace.