Chapter 6. Framing the problem

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You leave the Observe stage with a short list of insights about your customers, as well as with lots of data about their habits, preferences, pain points, and desires. Many things you learned in your research naturally point to opportunities for surprising and delighting your customers by solving their unmet needs. Chances are that you uncovered many more possibilities than you have time to address in your current project timeline. You now need to make some decisions about which opportunities you’ll pursue first. ...

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