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1 " The same products, services or technologies can fail or succeed depending on the business model you choose. Exploring the possibilities is critical to finding a successful business model. Settling on first ideas risks the possibility of missing potential that can only be discovered by prototyping and testing different alternatives. "
2 " Once you understand business models you can then start prototyping business models just like you prototype products. "
3 " We struggle with the right words to describe the design process at Apple. But it is very much about designing and prototyping and making. "
