The Design Driven Innovation book and the teaching material complement each other very well. The basic theory behind the book is that innovation is one of the most important aspects when addressing competitive advantages within specific markets. Furthermore, every product and service in all available industrial and consumer markets has meaning. These meanings are commonly mistakenly assumed to be fixed: “The common assumption, however, is that meanings are not the subject of innovation: they are a given.” Most of our class discussions focused on how to design and implement new strategies to change those meanings. Companies like Nintendo, Apple, Artemide, Whole Foods Market, Alessi, and many others discussed in the book demonstrate that meanings change. When technological breakthroughs occur, the meanings of products and services take on a whole new look. Technology and design-led innovation are a strong mix and tend to lead to innovative products and services. These products and services fundamentally change the meaning of previous versions, and often...