Today the design of things that involve human interaction, such as programs, product delivery, and services, is more art than science. Here is how it typically works: We use our creativity to brainstorm a few big ideas, experts decide which one they like, and then investors bet on the winner, often with billions of dollars at stake.

This way of design thinking should be replaced by a superior method that can enable us to innovate with more success and less risk. Specifically, we can use...


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