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Desirability

Larry Keeley of the Doblin Group has created an intriguing conceptual model of three primary qualities in high-technology business. Keeley calls the first quality capability, and it is what technologists bring to the party. They ask, “What are we capable of? What is possible?” Engineers must know what can and can't be built. A product can't be a success unless it can be built and made to work.

Keeley calls the second quality viability, and it is the contribution of businesspeople. They ask, “What is viable? What can we sell?” Business executives must know what can and can't be created and sold at a profit. A product can't be a success unless it can support a growing company.


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