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Prof. Luke Williams’s book, Disrupt: Think the Unthinkable to Spark Transformation in Your Business

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Excerpt from Fast Company -- "In Disrupt, Luke Williams writes about the importance of identifying “tension points,” moments when life-as-usual conflicts with the idiosyncrasies of a product or service. The challenge for the designer is to find them, even though people tend not to mention them or even notice them. They show up as patterns: repeated comments and observations, often off-hand. The customer simply accepts them as part of the inherent frustration of the activity."

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