This edition of Manufacturing Advances features a video in which Sam Bucolo, Professor Design and Innovation at the University of Technology, Sydney, talks about how design led innovation can help manufacturing companies design competitive advantage into their business model by having a deeper understanding of their customers’ needs.
He suggests that manufacturers need to shift their focus from ‘what’ - features and costs - to ‘why’ - understanding why their customers want something - as this shift can create many different opportunities to innovate.
About Sam
Sam is a leading academic and practitioner in the emerging field of design led innovation, and has led projects which have transformed businesses by embedding design capability.
We invite you to join our manufacturing conversation so that, together, we transform manufacturing and transform lives. We welcome your feedback here.