In our Creative Confidence chat with IDEO CoLab Co-Managing Director Joe Gerber, we explor the world of business prototyping. In his early days as a Business Designer at IDEO, Joe noticed that experimenting and prototyping were an essential part of IDEO’s process and became curious about prototyping something complicated and abstract like a business. Applying the design approach and philosophy to new business ventures with techniques like prototyping creates a clearer path forward.

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