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

As society faces significant disruptions, the need for transformative innovation has never been more vital. However, this urgency is challenged in the digital era, characterized by incessant new technologies, extreme connectivity, and data transparency. Leaders seeking transformative innovation...