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CONTENTS
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INTRODUCTION

Design a better business and the double loop
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PREPARE

Prepare your team, your environment, and how you work
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POINT OF VIEW

Be a rebel, develop your vision, create design criteria
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UNDERSTAND

Understand your customer, context, and business
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IDEATE

Learn to ideate, expand your ideas, and select ideas
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PROTOTYPE

Bring ideas to life, sketch, and make prototypes
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VALIDATE

Find the riskiest assumption, experiment, and pivot
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SCALE

When and how to scale; Investment Readiness Level

APPENDIX

Index, the team, and acknowledgments

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