To date, the literature on innovation has focused on either radical, technology-driven innovation or incremental, market-pulled innovation. In Design-Driven Innovation: How to Compete by Radically Innovating the Meaning of Products, Roberto Verganti presents a third strategy, a radical shift in perspective that introduces a bold new way to compete. Design-driven innovations don’t come from the market they create new markets. They do not drive new technologies they drive new meanings. It’s about having a vision and bringing that vision to your customers. Think of game changers like Nintendo’s Wii or Apple’s iPod. They turned our understanding of what a video game means and how we listen to music upside down.