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R
ranking, for customer jobs/pains/gains, 20–21
recommenders, 50–51
Rectangle, Testing the, 194–195
reinventing, to Evolve, 266–267, 268–271
required gains, of customers, 16
research, about customers. See Customer Insight
revenue streams, defined, xvi
Ries, Eric, 184–185
risks, customers and, 14–15
role-playing, 107, 124–125
S
saboteurs, 50–51
Scientist, 107
segmentation, xvi, 116
services. See Products and Services
Skype, 157
social jobs, of customers, 12
social media analytics, 109
Southwest, 91
Speed Boat (Experiment Library), 233
Split Testing (Experiment Library), 230–231
Square, Testing the, 192–193
stakeholders
identifying, 50–51
role-playing and, 107, 124–125
Starting Points, 86–103
addressing customer concerns with, 88–89
books and magazines for, 92–93
design constraints and, 90–91
