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Filling Much Needed Holes

Don Norman gives a scathing commentary on our rush to meet or close every unmet need in product or services. Some needs, he says, are best left unmet.

"We teach our students – and our executives – to do field observations, to define and create, to brainstorm and innovate. Come up with the better idea and the world will rush to your door. We take existing products and tweak them, modify them. We add intelligence and features. The world of products grows ever more complex every year, every hour.

But most innovations fail. Most new products fail. What does that tell us about the unmet needs? Maybe most of them deserve to be unmet. "

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