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Why Concept Testing is Critical to the Success of a New Product or Service

The business world is full of inspiring success stories, from the launch of the industry-changing iPod in 2001, to the unveiling of category-creating Google in 1998 -- and the list goes on.

However, any belief that these astonishingly triumphant products and services were the result of “catching lightning in a bottle” or “being in the right place..

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