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Why We Pay for What We Could DIY

I’ve been working with a client who makes a product that, technically speaking, consumers could create themselves. With some time, the right components, and a bit of trial and error,

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The Tension-Release Principle

When I was a kid, my favorite April Fools prank was elegantly simple: wrapping electrician’s tape around the black plastic sprayer at our kitchen faucet. The beauty was in its

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The Target Customer Challenge

I’ve been working with a B2B startup lately that launched with beautifully crafted Ideal Buyer Profiles. They had the works: detailed personas with photos, fictional names, job titles, goals, pain

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Where Are Your Blind Spots?

I did something embarrassing a few weeks ago. Despite a solid driving record for 40 years (not a single multi-vehicle collision), I managed to rip my front bumper nearly clean

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How Tyson Quickly Reinvented Food Search

I came across a case study about Tyson Foods that illustrates something I discuss in I Need That: The most powerful innovations often happen behind the scenes, invisible to customers, yet transforming their

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