- Question 02 Design-Driven Innovation Word limit: 500 (250 for each example) In question 01, we spoke about the innovation focused either on radical change pushed by the technology or incremental innovation pulled by the market. There is a third type of innovation where the strategy is Design-Driven. "Design-Driven innovations do not come from the market; they create new markets. They don't push new technologies; they push new meanings" -Roberto Verganti In the lecture on Design-Driven Innovations we witnessed the example of Alessi - a company whose success is purely attributed to the impeccable innovations that are mostly design-driven. Alessi's Bird Kettle has recorded sales of over 1.5 million units to date and stands as a testament to the innovation process that embraces the participants. In this question, we would like you to reflect on companies (at least two) whose market success can be attributed to design-driven innovation strategies they adopted. Remember to list the products that have revolutionized the market and made the company famous. Highlight the design-driven innovations and the impact. You are free to include any product pictures/sketches.