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The Design of Things to Come: How Ordinary People Create Extraordinary Products by Peter Boatwright, Jonathan Cagan, Craig M. Vogel

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3. The Art and Science of Business

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Despite the pervasive view that innovation depends on serendipitous inspirations from creative individuals, today's innovative companies rely on disciplined research and procedures to achieve innovation. These procedures for creativity are fundamentally different from what we typically think of as “procedures,” but they are procedures nonetheless, and they can be learned, used, and adopted by anyone—anyone, at least, who is willing to intelligently take the uncertainty head on to risk and endure failure in the disciplined quest for a brilliant idea.

Villeneuve d'Ascq, France. Isabelle, a new owner of a pair of ...

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