Almost 95 percent of new products fail. Too often, they are created for a new income stream or to meet an idealized market, without being intimately connected to the needs and wants of the intended customer. A better way forward in the emerging “human-to-human” era? Find people for whom you can solve problems and get to know them deeply. Only then, using design thinking principles, can you innovate responsibly, and on purpose, in a way that deeply satisfies who you are out to serve.

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