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2. Sound familiar? “Everyone else is doing it” “Our rival is doing it” “Because we should” “Because people will want it” “Because we have to” “Because I think it’s a good idea”

6. What we learned: •  Know your audience •  Determine problems to be solved •  Tailor to audience and pla7orms •  Collaborate with diﬀerent teams •  Back up your hypotheses with data