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The Future of Prototyping Is Now Live

There are two main ways that organizations prototype new products and services: rapid prototyping and piloting. A third might be emerging.

IDEO's David Aycan describes new approach to prototyping—"live prototyping"—that explores the customer value proposition and market appeal of a concept in the more turbulent and distracting context of the live market, but without full investment of a pilot.

Read the piece in Harvard Business Review here.