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Recommend User-Led Innovation Can't Create Breakthroughs; Just Ask Apple and Ikea | Co.Design (Email)

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Companies should lead their users, not the other way around. The user is king. It’s a phrase that’s repeated over and over again as a mantra: Companies must become user-centric. But there’s a problem: It doesn’t work. Here’s the truth: Great brands lead users, not the other way around.


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