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CHIEN LUdC 0|NH V| NCaOl TIEU DUNG

        den  nhung  ke  khai  tai  chinh  cua  cong  ty.  IDEO,  mot  trong
        nhung cong ty tien tien nhat tai Hoa Ky, c6 can  truyen tung:
        "That bai la me thanh cong"’. That bai la mat trai cua qua trinh
        thu  nghiem  va  chap  nhan  mao  hiem.  Va  neu  quy  vi  khong

        chap nhan mao hiem thi quy vi se chang bao gib thanh cong.
        Vi du, Charles Schwab da that bai rat nhieu 1'^ trubc khi tim
        ra cong thuc thanh cong cho e-Schwab. T o ^  bp lich su cong
        ty cua ong la mot chuoi nhung rui ro,  that bai,  chinh sua, rbi
        lai nii ro - va den dich.  Sau rat nhieu that bai nhu vay,  chinh
        Schwab da nghi ra thuat ngu "nhung that bai dang quy", di'eu
        giiip cho cong vipc kinh doanh vuot qua moi rao can. Y tubng
        ve nhieu loai san pham mau giup loai bo rao can tarn ly la su
        lo so pham sai lam. iTau het cac san pham mau deu phdi dupe
        tiep nhan (va hon the) de tim tai "dinh cao"  trong kha nang
        dupe ua chupng!
              Co  le,  di'eu  bat ngb  nhat  ma  cac  cong  ty  hpc  dupe  la
        viec phat trien c6 the c6 rat nhi'eu dieu thii vi. Chang dieu gi
        CO  the anh huong dupe ni'em vui "ghi ban" dua tren nhung
        quy  tac  san  pham  kham  pha  dupe  qua  nghien  cuu.  Tinh

        quy tac cua tu nhien,  cai thuc te rang ngubi ta c6 the tao ra
        nhung  san  pham  tuyet  vbi  vbi  each  lam  c6  ky  luat  dubng
        nhu qua cung nhac va khoa hpc nay, la mot phan cua phep
        mau xuat hien vao thbi ky do. Do la mpt phep m'au di theo
        ngubi  tham  gia  RDE  ca  dbi va  thubng  trb thanh  mpt phan
        trong  cac cau  chuyen  tu  chpn Ipc  cua ngubi  do  trong  cube

        ’ Tom  Kelley,  The Art of Innovation: Lessons  in  Creativity from  IDEO,
        America's Leading Design Firm (NY: Currency, 2001).


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