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Innovation in experience design 'the last frontier'
April 13, 2008
Business Week: Innovation in product design has lost its meaning and, therefore, its value. But there is still one frontier that remains wide open: experience innovation. This is the only type of business innovation that is not imitable, nor can it be commoditized, because it is born from the specific needs and desires of the customer and is a unique expression of a company's DNA. Yet the design of an experience is often overlooked in the rush to market.
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