ABSTRACT
At the end of Chapter 1, we left the parents of the successful Swatch in the arms of euphoria at the end of the project. Postpartum blues occurred, as is often the case after certain births, for it is never easy to hand over your project to others. After two years of working “undercover,” and after four years of developing the product process, of patent registering, and of picking up the industrial pace, the Swatch became an innovation, a new product on the market, and the designers were naturally less and less in control of their “baby,” which was looked after more and more by the same people who were going to exploit and distribute it. Once you have had a taste of what a successful breakthrough innovation feels like and you have been thrilled by the whole experience-at the end of the emotional tour de force-a strange and ambiguous period begins in which you have to take a break in order to recharge your batteries. And, then, a need emerges, the need to “start” to give birth again, to recommence, to relive the adventure of innovation.
