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Presentation Thinking and Design by Ed Gruwez

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At the time of writing this, I am sitting in Terminal F of Moscow Airport after a three-day workshop, waiting for my flight home. An elderly couple is dragging two large, old suitcases through the departure hall. These old models are impractical because they have just a single handle on the long side. The old man walks with a stoop, weighed down by the heavy load of the cases. A few steps later, he has to stop to help his wife, who can carry her massive case – it was almost bigger than her – no further.

Just behind them, a young family is also crossing the departure hall. Of course, they have ...

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