Design-Driven Innovation: Creating Value through Meanings 13/02/2026

On February 13th 2026, at 2:30 PM, Claudio Dell Era from the School of Management – Politecnico di Milano will hold the seminar Design-Driven Innovation: Creating Value through Meanings. This event takes place at Room 02.2 at IST Congress Center (Civil Building). 

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Abstract
The seminar explores the concept of design-driven innovation focusing on how companies create value by innovating the meaning of products and services, not only their technologies or functions. Drawing on seminal research and real-world cases, the talk explains how radical innovation often emerges from a deep understanding of sociocultural changes and from visionary interpretations of what products mean to people. It highlights the strategic role of designers, firms, and external interpreters in shaping new value propositions that redefine markets rather than simply compete within them. By examining the processes, networks, and leadership approaches behind meaning-driven innovation, the speech offers insights into how organizations can achieve long-term differentiation, foster cultural relevance, and drive sustainable competitive advantage in uncertain and rapidly evolving.

Short Bio
Claudio Dell Era is Professor of Design Thinking for Business at the School of Management – Politecnico di Milano, where he serves also as Co-Founder of LEADIN’Lab, the Laboratory of LEAdership, Design and INnovation. He is also Director of the Observatory “Design Thinking for Business” of the School of Management –Politecnico di Milano. Research activities developed by Claudio Dell’Era are concentrated in the areas of Design Thinking and Design Strategy. He has published more than 100 chapters in edited books and papers published in conference proceedings and leading international journals such as Entrepreneurship Theory and Practice, Journal of Product Innovation Management, Long Range Planning, Technology Forecasting and Social Change, R&D Management, International Journal of Operations & Production Management, Industry & Innovation, Creativity and Innovation Management, Business Horizons, and many others.