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Tonight the deep dive

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One company's secret weapon for innovation.

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(Music)

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we went to IDEO product design folk

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and said take something old and familiar like say

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the shopping cart and completely redesign it for us

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in just five days.

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ABC correspondent Jack Smith tells us

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what happened next.

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9 in the morning,

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day one

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and these people have a deadline to meet.

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So welcome to the kick off of the shopping cart project.

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This is Palo Alto, California in the heart of Silicon valley

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and these are designers at IDEO

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probably the most influential product development firm in the world.

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IDEO has designed everything from high tech medical equipment,

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25 foot mechanical whale from the movie Free Willy

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and the first computer mouse for apple.

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Smith Ski goggles, Mike sunglasses, NEC computer screens.

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Hundreds of products we take for granted.

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The point is we're not actually experts at

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any given are,

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we're kind of experts on the process of how you design stuff,

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so we don't care if you give us a tooth brush,

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a tooth paste tube,

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a tractor, a space shuttle,

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you know a chair,

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it's all the same to us,

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we like want to figure out how to innovate

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by using our process and applying it.

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Project leader, is Peter Skillman a 25 year old Standford engineer.

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Project leader because he's good with groups

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not because of seniority.

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He's only been at IDEO for 6 years.

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the rest of the team is eclectic.

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But that's typical here.

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Whitney Mordimore, Harvard MBA.

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Peter Claughmen, Linguist,

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Tom Kelley, Dave's brother, marketing expert,

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Jane Fultonsury, psychologist.

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Alex Casacks, 26, a biology major.

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Whose turned down medical school 3 times

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because he's having too much fun at IDEO.

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Safety emerges early as an important issue.

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22,000 child injuries a year,

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which is, so they're hospitalized injuries

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I mean there are many others.

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An theft.

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It turns out, a lot of carts are stolen.

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As the team works,

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it becomes clear there are no titles here,

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no permanent assignments.

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And the other side says,

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gives us a lot help says, be safe.

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(Laughing)

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I'll give you a big red ball on a

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on a post and that says you're a big guy.

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If you got a ball,

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you're senior vice president.

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You know, what do I care,

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of the death, the red ball it's all the same.

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In a very innovative culture you can't have a kind of hierarchy

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like here's the boss, and the next person down and the next person down.

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Because it's impossible that the boss is the one who had the insightful experience

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with shopping carts,

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it's just not possible.

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The team splits into groups,

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to find out first hand what the people who use,

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make, and repair shopping carts think.

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Okay go.

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Problem with the classic cart is the wind catches it.

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And these things have been clocked at 35 across the parking lot.

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(Laughing)

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Man, that's actually a pretty good point.

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The trick is to find these

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real experts so that you can learn much more quickly

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than you could by jut kind of doing it the normal way.

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and just kind of learn about it yourself.

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From everything I read these things aren't that safe either.

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You know.

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So.. probably, the seat itself is going to have to be redesigned.

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One of the interesting things for me,

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is how people really don't like to let go

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of the cat,

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except for the professional shopper.

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Whose strategy is to leave the cart at various places.

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3:30 in the afternoon,

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and the group is back at IDEO.

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There is no let up.

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Each team is going to demonstrate,

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and communicate and share everything that they've learned today.

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A shopping cart has been clocked at 35 miles an hour,

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traveling through a parking lot in the wind.

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We were in the store, what two hours,

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and it was truly frightening just to see the stuff that was going on.

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You got to designate some people

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to make damn sure that the store owners point of view is represented.

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After 9 straight hours,

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the team is tired.

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They call it a day.

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So uh-- is everyone cool?

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That's good, thanks a lot.

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I had a great time today.

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(Clapping)

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IDEO's mantra for innovation is written everywhere.

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One conversation at a time,

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stay focused,

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encourage wild ideas,

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defer judgment,

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build on the ideas of others.

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That's the hardest thing for people do,

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is to restrain themselves from the

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criticizing of an idea

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so if anybody starts to nail an idea they get the bell.

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(Ding)

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The ideas are poured out and are posted on the walls.

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On the blind, the privacy blind

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like when you're buying 6 cases of condoms

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no one sees.

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A dozen nests,

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we don't have a solution for this.

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Organized kit,

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it's not organized, what it is, is focused chaos.

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Vote with your post it,

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not with an idea that's cool,

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but with an idea that's cool and build able.

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If it's too far out there,

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and it can't be built in a day,

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then I don't think we should vote on it.

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In lighten trial and error,

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succeeds over the planning of the lone genius.

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In lighten trial and error,

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succeeds over the planning of the lone genius.

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If anything sums up IDEO's approach,

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that is it.

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Worried that the team is drifting,

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what can only be called a group of self appointed adults,

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under Dave Kelley,

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holds an informal side session.

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4 or 5 people, 4 or 5 teams

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and we give each team a neat area.

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It becomes very autocratic,

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through a very shot period of time

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in defining what things people are going to work on.

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If you don't work under time constraints,

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you could never get anything done because it's a messy process that could go on forever.

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Back at the shop,

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it is 6 o clock before mock ups are ready for showing.

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Baskets also can be if you think you will have more volume,

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baskets can be put in.

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A modular shopping cart ,

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you pile hand baskets on to.

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A high tech cart,

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that gets you through the traffic jam at check out.

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You could mount a scanner on the shopping cart,

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so that you as the customer as you pull it off the shelf,

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would scan each item.

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One that's built around child safety.

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And another that let's shoppes talk to the super market staff remotely.

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Yeah, where can I find the yoghourt?

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But the adults, again, decide more work needs to be done

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before the mock ups can be combined into one last prototype.

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Why don't we have all the carts come up here for a second.

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I think you take a piece of each one of these ideas,

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and kind of back it off a little bit

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and then put it in the design.

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the design is still not there.

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But there's another manta at IDEO,

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fail often, in order to succeed sooner.

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And some of the team would be up by half the night,

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trying to put together a design

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that finally does work.

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There it is!

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(Cheering)

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So we took the best elements out of each prototype.

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The cart which is designed to cost about the same as today's cart,

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is different in every other way.

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what do you think?

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(Laughing) I'm very proud of the team,

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I think it's great.

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Does this work for you?

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Works for me great.

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It's also beautiful.

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The carts wheels turn 90 degrees, so i can move sideways,

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no more lifting up the rear in a tight spot.

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And you shop in a totally different way.

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the bags are hung on hooks,

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on the carts frame,

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remember there is no basket here.

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At first, I was a little shocked,

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but I think you have some fantastic ideas here.

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It needs little refining but I think it's great,

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I mean we would want them.

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she also gave us some really good comments about how we could make this thing better.

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A lot of hours also an open mind,

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a boss who demands fresh ideas

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be corky and clash with his,

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a belief that chaos can be constructive and team work.

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A great deal of team work.

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And these are the recipe for our innovation takes place.

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This is Jack Smith from nightlife Palo Alto, California.