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Design Thinking. That's why design thinking is the perfect yin to critical thinking's yang. Design thinking allows a business to inject new ideas without being hogtied by "IS".
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Method for Developing Value Propositions
MINIMUM VIABLE BRAND CANVAS: build successive iterations of your brand that enable full turns of the Build-Measure-Learn loop with a minimum amount of effort and the least amount of development time. The MVB Canvas is both a tool to sketch out your ideas and a diagnostic tool allowing you to measure the growth of your relationship with your audience. http://leanbrandbook.com/stack/