John Langrish challenged the analysis of Norman & Verganti on Incremental and Radical Innovation, arguing that we had ignored the evidence from Darwinian evolution. He called us "creationists." We find John Langrish's argument to be puzzling. We wrote a paper on product evolution and he chides us for failure to cite the literature in evolutionary biology. Similar issues have been faced in many disciplines. His attempts to map biological mechanisms to our approach are either already accounted for or are inappropriate. We are accused of being creationists. We plead guilty. That's what the field of design is all about: all-seeing, overarching designers who look over their creations and go in and change them. Designers have that luxury. Release a product and call it back for revision. Or completely change the next release, keeping the stuff that worked and deleting the stuff that didn't. Or completely repurpose it for some other usage that had not been considered at first. Radical innovation within the field of design does not come from hill-climbing. It comes from putting together things that never before were thought to belong together. It comes from the heart and mind of the designer. Yes, as designers we are creationists. We teach it, practice it, and take delight in it.
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