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Introduction

If a study has run, with no one around to hear about it, did it still happen?

WHAT IS THIS BOOK ABOUT, WHY IS THE TOPIC SO IMPORTANT, AND WHAT DOES BUY-IN MEAN?

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If you do not care about what you do, it would be very hard to do a good job.

What is this book about?

The study was a brilliant piece of work. At least that’s what I thought. The product manager and lead engineer were happy when I joined the team. When I talked with ...

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