Entrepreneurs hate reading books. They want to do things. And fast. I know. I am an entrepreneur. And that is exactly why most start-ups fail. Of course, there are many factors that contribute to a start-up’ s demise, but chief among them is when leaders jump to a solution without fully understanding and appreciating the problem.
This is exactly why this book is needed – it is designed to provide a checklist and a method for understanding (1) what users and customers want, and (2) how to more fully comprehend the unmet need before launching a solution. Design Thinking has been around for a long time but only recently has been accepted as an essential method for conceiving products and solutions while empathizing with the user.
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