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True innovators need to know as much about when, why, and how not to use trendy technology as when to use it, says Microsoft Research principal scientist Bill Buxton.

“Rather than marveling at what someone else is delivering today, and then trying to copy it, the true innovators are the ones who understand the long nose, and who know how to prospect below the surface for the insights and understanding that will enable them to leap ahead of the competition, rather than follow them. God is in the details, and the details are sitting there, waiting to be picked up by anyone who has the wit to look for them.”

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