Design has recently been associated with user-centered innovation: a process to get closer to users and better understand their needs. There are firms though, such as Apple, Bang & Olufsen, Alessi, and Artemide that pur- sue a more radical approach, via Design-Driven Innovation. Rather than starting from user needs and then design and develop the product, they propose radically new visions and meanings that initially confound users but then even convert them.

Roberto Verganti, a Professor from Management of Innovation at Po- litecnico di Milano and currently a visiting Professor at Harvard Business School, will present results from his research (which has been awarded the"Compasso d'oro", the most prestigious design award in Italy) on design driven innovation. 5:10-6:10 PM