An important principle for marketers is that innovation does not only mean technological breakthroughs. There can be design innovations that are distinctive and give companies a competitive edge.

In the current issue of Businessweek, there is a series of articles related to design: “Change is good. We actively seek it within ourselves, for ourselves. We find it invigorating, rewarding, and, sometimes, highly profitable. We want to be redesigned. Or do we? Sometimes the reality of redesign is disruptive — and not in a good way. Through change, we learn that we actually liked that Gap logo just the way it was, thank you very much. And why are you messing with my maps software? What have you done with my city? (And how dare you change my magazine?!) The pressure and desire to innovate can leave consumers cold, confirming that people rarely appreciate having the objects and systems in their lives reimagined without their permission. So how do we pursue new ideas and opportunities without the blowback? That’s the question that we put to some of the world’s most accomplished designers.”

Click the image to read what several leading designers have to say.

The photo above represents the redesign of London’s famous double-decker bus by Thomas Heatherwick.


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