This team was challenged to rethink how crutches work and create a new product. What we ended up doing was not only design a new physical item, but a different business model to go with it. We had discovered that there were many different and improved products on the market already, but because they were trying to enter via traditional channels, none of them had gotten any traction. As a result, we wanted to go with a different business model to help get our product out to market.
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