With fascinating examples from leading European and American companies, Roberto Verganti shows that for truly breakthrough products and services, we must look beyond customers and users to those he calls 'interpreters' - the experts who deeply understand and shape the markets they work in

"One of the major problems facing business leaders today is how to reinvent their business to survive and excel. Yet, strategy innovations remain elusive to many, and there has yet to be a widely accepted theory on how to achieve the success of trendsetters such as Apple or Cirque du Soleil....