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* /photos/analogian/185936714/ CC Attribution-NoDerivs License Will Luo * In order to be able to innovate you must deeply understand your (potential) customers. This means understanding not only them, but also their lives, context and environment. There is a new trend in companies to hire ethnographers and anthropologists. * /photos/photocapy/172194853/ CC Attribution-ShareAlike License Photocapy * In order to be able to innovate you must deeply understand your (potential) customers. This means understanding not only them, but also their lives, context and environment. There is a new trend i