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The Moment of Clarity: Using the Human Sciences to Solve Your Toughest Business Problems by Mikkel Rasmussen, Christian Madsbjerg

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FOUR

The Human Sciences

IT WAS 2010 AND A major multinational electronics company was trying to understand the market for small digital cameras. In the past, it had held a majority market share in small, sleek, and relatively inexpensive cameras. These were the types of cameras that people used to pop in their weekend bag for vacation pictures or keep on the family mantle for photos of the kids at graduation or after the prom. Such cameras were never anything fancy, but they fulfilled their core purpose: they allowed people to take a small amount of good-quality photos that could then be printed out later for photo books and frames. These cameras served as documentation devices for a relatively limited amount of memorable occasions.

And then, ...

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