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Thank you for offering a new perspective on this issue of planning.The examples you gave are excellence ones, but how does one extend the pro type paradigm to service oriented organizations where sometimes leaping from planning stage to the next level is like pulling a tooth.

Ding ding ding ding ding! Considering the emotional impact on users represents a very different lens with which to view interaction design and is the key to the judgments users make about brands.

Diego, thanks a lot for this post.
So much to think and overthink.

Best from Argentina

PS: that final Armstrong quote is truer than ever :)

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