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The pace of change in today's digitally-fueled business climate has accelerated beyond the capabilities of traditional product and service development processes. Constantly shifting customers, increased focus on improving productivity while reducing costs, and time-to-market pressures demand a new way of approaching success. This change is driven by digital information overload, along with a continuous state of flux, that further challenges an organization to keep up. What is needed is a multidisciplinary approach that supports the rapid infusion of multiple perspectives, new ideas, continuous research, group collaboration and rapid prototyping.