"Innovation's not easy. Culture has to change, processes have to change, reward systems have to change."

– Nathan Shedroff
MBA in Design Strategy Program Chair, CCA 

There is an art to analyzing, understanding, and interpreting human behavior. Shifting away from a culture of expertise to a culture of innovation allows for a continued process of  evaluation, experimentation, exploration, and inquiry. By focusing on questions, context, and human behavior, a harmony is created between creative and analytical ways of thinking and making.

User-research is a core tenant of design thinking, and feedback cycles of prototyping, testing, learning, and incorporating insights are an integral part of the evolution of a product or service. 

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