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- how a misunderstanding between consumers and designers may ruin a previously successful projectIdentify a product important to you that you purchased where you felt that the seller had done a particularly good job of understanding your needs and helping you select and truly benefit from the purchase and use of the product. What were the aspects of design of the product and/or the whole product that you believed were at the heart of this very favorable experience?In what ways may a smaller company benefit from using the value proposition road map?