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A product or service must stand out to compete with established brands. Companies might differentiate in price, offering a lower-cost option for budget-conscious customers, or build prestige brands that signal status. Others may rely on marketing, tailoring a familiar product to new audiences.

While all can be effective methods for bringing a product to market, some of the most significant product launches owe their impact to a human-centered approach known as design thinking. Teams that succeed in design thinking can identify design principles that match real customer needs.

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