It was just a short internal flight, you barely enough time to get comfortable in your seat—46 minutes to be exact. That didn’t stop the guy who had mistakenly been ‘downgraded’ from business class to economy from blowing a gasket. He complained loudly, his finger stabbing in the direction of the gate agent’s face, while…

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When you’re designing a product or service it’s easy to believe that making it the best in the world is what gives you a competitive advantage. But the thing about ‘best’ is that it’s subjective. ‘Best’ isn’t determined by you, it’s your customers and users who decide. The truth is that people don’t fall in…

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