Fredman, C. The IDEO Difference. Hemispheres. August 2002 Until innovation reaches the marketplace, it’s of no value to business. The truth is that customers often ask you to do wrong things, not because they’re difficult to deal with but because …

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Freedman, David H. (2010). Wrong: Why experts keep failing us – and how to know when not to trust them. Little, Brown and Company, New York, 295p. Traps Bias and Corruption Irrational Thinking Pandering to the audience Ineptitude Lack of …

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