IDEO teams make observations of customers in their real world habitats, brainstorm deeply to get past the

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IDEO teams make observations of customers in their “real world” habitats, brainstorm deeply to get past the easy answers to the best reasons to change or replace a product, and they do rapid prototyping of ideas that seem most powerful in concept. This speedy process, the outcome of which is to make and sell something, has high sales potential. What if a team comes back from IDEO with a winner in hand, and the structure and culture back home is change-resistant?

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