ABSTRACT
This chapter describes how innovation in design revolutionized three categories, home appliances, consumer electronics for fitness, and mainstream jewels, without fundamentally changing the technological paradigms. The fastest way to fail in innovation is simply by not leading it, sitting comfortably, relaxing in the status quo. Apple innovates by combining technical innovation with the aesthetics. TAG Heuer's story presents a realistic blueprint for innovation excellence and leadership. Successful collaboration and partnership involve two critical factors. One is hard assets, the something from which innovation comes. Partnerships are the key to the innovation of non-digital brands in the digital age. The high-tech leader brings its dowry in the form of credible technology breakthroughs. Inspired by Italian innovators, Philips transformed what in the early 1990s was simply the functional, not particularly aesthetic, category of home appliance into a High End line of products.
