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The core value that motivates design therefore is empathy %ith the
user/consumer( embodying the clich) &the customer is *od'
The fact is that businesses are constrained by their legacy culture &
investments, their present infrastructure, systems & %orldvie%s, even
their future visions & plans. all this constrains their response to
consumer needs 0 larger/older/more capital"intensive businesses
often more so than smaller/ne%er/lo%"overhead ones