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The first thing will be to challenge the approach they're currently using asking
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the question to what extent whatever I'm doing now is still relevant given the
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changes in the business environment in consumer behavior in technology in the competitive landscape and if the
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analysis of this suggests that there may be problems or there may be other approaches that will be better let them
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use any of the many approaches we discuss both in the course and in the book to try to generate new alternatives
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and then evaluate them. And then the most important thing is to have the courage to experiment with them and
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implement them. [music] >> [music]