Over the past few months, frog design’s Robert Fabricant has been “busy riling up the design community with a theory that designers are now in the ‘behavior business’”.

“Innovation is not just about putting the right new feature into a product and getting it on the shelf faster than the next guy. Innovation comes from an intense collaboration with your customers through which you can influence the behavior that will keep you (and your products and services) relevant for a long time.”

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