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In the business world, we like to think of things in terms of different steps or departments. Each project has a sequential step to completion. Every company has various departments that tackle separate objectives.

Compartmentalizing large tasks and organizations is necessary to get them to completion, but it can be dangerous when those separations become internalized by the people doing the work.

So when most companies are bringing a product to market, they think of product development and marketing as sequential steps carried out by different departments. That might be how the work is divided, but thinking of those areas as entirely isolated means they aren’t thinking about the user.

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