You’ve worked on the topic of innovation in both corporations and research institutions. Do you think there is a perspective on innovation that spans through such different environments, and, if so, what’s your idea of innovation?
I believe innovation in many companies today is very focused on developing future solutions that makes sense for users and consumers. This is a very good shift from the technology-driven innovation common in many companies until some years ago. It is, in a sense, the recognition that competencies such as design are fundamental components of innovation: new technologies don’t go anywhere if they do not correspond to actual needs and desires of consumers. There is however a growing risk of seeing design as a competence that brings ‘data’ about what consumers want, what will work in the future, which innovation will be more successful, or ‘sell’ more. I believe this is an illusion. …


Marco Susani

Make+Think Design

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