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Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business by Ravi Sawhney, Deepa Prahalad

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8 Reward Your Consumer

Putting It All Together

Eric Barnes’ wife, Stacy, was the first to tell him that his habit of taking an old Gatorade bottle filled with water when he went running was a bad idea. “It’s a bacteria trap,” she warned, “and you don’t clean it regularly. Pretty gross.” Barnes quickly Googled Stacy’s claim and was shocked to learn how fast bacteria began to form. Eager to find an alternative, he visited several sports stores in search of a reusable water bottle and came back empty-handed. All the choices at the time seemed cheap and flimsy or more suited to a camping expedition than to every-day life. However, Eric had never used bottled water before. He didn’t feel right about the environmental impact of the shipping and that ...

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