Required values in the design

To close this little "trilogy" about Design Driven Innovation (DDI), lets have a look at the values that are strongly associated with DDI(If you're not sure what DDI is, you can still have a look at the first and second "episodes"!).

There are 5 main values:

Value of the brand 
The meaning and language of the product determines the user experience itself and also the coherence of the brand.

Competitive advantage
Being first means being able to decide the rules of the game which defines the criteria to which you are confronted.

Customer loyalty 
Increasing customer loyalty is mandatory. If you want to know your customers, work well with them, and put design at the center of the interaction.

When the product is strongly answering the markets needs or is communicating a clear brand message, it is very hard for customers to look for substitutes or even accept a competitor's product, and price don't matter as much anymore.

Knowledge
Being first also means being able to learn first from the reactions of the people who are hopefully interacting with the brand and be the first to learn how to interpret the new products.

Unusual networks

Last but not least, the ability to maintain a leading position in an uncodified relationships network, whether in attracting the best talent or in making improvements through user-lead innovation.

To close the subject for now, you can check the challenges faced by Samsung in this video, it is not short but quite interesting