Often an emergency is not obviously an emergency… we can determine from the way the other witnesses are reacting whether the event is or is not an emergency.
146
The distinction between feedback and reaction is crucial. You want to create a prototype that evokes honest reactions from your customers.
170
When you ask an open-ended question, you’re more likely to get an honest reaction and an explanation of why.
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…once revealed, [a true innovation] immediately evokes a reaction from the user, and that reaction is focused on utility, not on appearance or novelty.
