Getting Over Hurdles

In every game, there are rules, constraints and obstacles. And so if your customer could just sort of win that game without any help, well there's no reason for you. You know, this is really, in some ways, the problem solution that we start with in the traditional framework. But now, o know, hurdles and getting over them are what i sometimes say is monsters. It has much more meaning,. Because now these problems aren't a sort of disembodied they're stopping us from getting to some goal state, some promised landand now, you know, the product has, or the service, or ever, has emotional residence.

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