In business we do a great job learning and teaching the tools for optimizing our results (how to build), but not a lot of time exploring the tools that will help us understand the experience we should be creating (what we should build).

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In business we do a great job learning and teaching the tools for optimizing our results (how to build), but not a lot of time exploring the tools that will help us understand the experience we should be creating (what we should build).

— Kelsey Ruger


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