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"Design has always been about the user -- be it the consumer, the patient, the student, the reader, the media watcher. Today, understanding the wants and needs of the user is perhaps the most important driving force in business. The era when companies invented new things and threw them into the market at consumers is fast ending. This is especially true as individuals everywhere demand high global standards for their products. People are also demanding more control of their products and services. They want the ability to customize their cell phones and adjust their tractors."

This is an excerpt from Bruce Nussbaum's keynote speech at the Bangalore Design Summit, which he just published on his blog.

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