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Leading Product Innovation Teams Do This, Not That (4 of 5)

In my 13 years of concepting with product innovation teams, I've observed the leaders, the followers, and the laggers.


Leading product innovation teams DO THIS:


Become a user


They immerse themselves in their user's world to experience it first-hand.


NOT THAT:


Simply watch their users from afar


They don't just interview and observe their users.


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