Overcrowded. Designing meaningful products in a world awash with ideas

We live in a world awash with ideas. Thanks to open innovation, design thinking, crowdsourcing, and to digital technologies, organizations nowadays have easy access to an unprecedented amount of novel opportunities. The consequence? Ideas are becoming a commodity. They are cheap. To succeed in an overcrowded world we do not need one more idea. We need a meaningful vision. A vision that helps us make sense in a novel way of this overabundance of opportunities; that allows to create the next big thing without getting lost in trying everything; that engages people into action towards a common direction. This book explains how to take the first crucial step in any innovation journey: the design of a meaningful vision. It provides the mindset, the process, and the tools. Leveraging on the experiences of firms such as Apple, Yankee Candle, Nest Labs, Philips, Gucci, Deloitte, the book shows how to create and nurture a project vision that is shared within an organization, actionable, and that people love.