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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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4. Identifying Today's Trends for Tomorrow's Innovations

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In light of the opportunities that are already here in the present, there is no reason to long for unavailable crystal ball forecasts of future prospects. The earliest work of innovation is to research existing trends and to understand them in the context of customers, because it is market dynamics that provide new opportunities that will be fulfilled by tomorrow's successful products.

New York, NY. Fredrick Marano put down Newsweek. The article on iPod's explosive sales growth had caught his eye because he very much enjoyed his iPod. For Fred, most products were extras—good appendages, ...

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