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Digital Adaptation by Smashing Magazine, Paul Boag

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Digital Demands A Different Way Of Working

“Instead of thinking about what to build, build in order to think. It’s only when we put our ideas out into the world that we really begin to understand their strengths and weaknesses.”— Tim Brown, CEO of IDEO

What do Finnish startup Fruugo, Birmingham City Council, the UK Department of Trade and Industry, and early e-commerce retailer Boo.com all have in common? The answer is that they wasted money on the web in spectacular style.

Fruugo spent €40 million on its site and generated only €100,000. Birmingham City Council spent an unprecedented £2.5 million on its website, running more than £2 million over budget. Parts of the Department of Trade and Industry website cost a staggering £11.78 per visit, while ...

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