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No writer, no matter how gifted, immortalizes himself unless he has crystallized into expressive and original phrase the eternal sentiments and yearnings of the human heart.
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Tim Brown
Most business processes are about making choices from a set of existing alternatives. Clearly, if all your competition is doing the same, then differentiation is tough. In order to innovate, we have to have new alternatives and new solutions to problems, and that is what design can do.
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