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Failure is also an important goal. Yes, you heard right. As you’re learning about your users and iterating the experience to best solve their problems, your team will fail. And that’s a good thing. Make failure an achievement, not something to be ashamed of. Your team can’t build a better product if it doesn’t fail. Each failure gets you closer to what you’re all working for: a delightful user experience.Empathy is the way we connect with one another, it is the platform for emotion. - Aarron Walter
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