Design-Centered Innovation: Observe, Learn, Innovate

  • Authors:
    Jim Lichtenberg
  • Publication Date:
    January 2013
  • Report Number:
    TCBCP045

In terms of the commercial dynamics of innovation, we are in the “age of experience.” More precisely, we are moving into an “experience economy” where customers value the experience of using a product or service, not just the product or service itself. Thus, it may be advisable for companies to reinterpret their business as a service and sell the total “experience” to their customers. A design-centered approach to innovation facilitates this process.

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