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Creating a Culture of Innovation Jake Knapp

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High fives !

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High fives all around! " # $

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Watch the elbow. " # $

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Creating a Culture of Innovation Jake Knapp

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The Design Sprint Jake Knapp

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2000

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Encarta Encyclopedia

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Idea

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Idea Sept Oct Nov Build

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Idea Sept Oct Nov Dec Jan Feb Build

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Idea Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Build

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Idea Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Launch Build

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May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan

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c Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May 2000 2001 2002 2003

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Wikipedia

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2005

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Idea Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec There must be a better way.

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2007

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Gmail

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Idea Launch ?

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Idea Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Launch Build

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20%

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“Google Meeting”

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2007

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2008

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2009

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Idea Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

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Stockholm in January 2009

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F M T W T

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F M T W T

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2011

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2019

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Idea Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr

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Idea Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr Prototype

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Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr

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Designing products.

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Designing time.

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Remember…

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!

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Call w/ east coast Stand-up Project Alpha market research Doug 1:1 Project Alpha market research, part 2 Project Frobazz kickoff Project Boom check-in Call w/ west coast Call w/ west coast Quarterly All-Hands Bob 1:1 Stand-up Team lunch Lunch w/ Dave Lunch w/ Kelly Working lunch Cup of noodles if you’re lucky Quarterly All-Hands

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Call w/ east coast Stand-up Project Alpha market research Bob 1:1 Cindy 1:1 Doug 1:1 Edith 1:1 Stand-up Project Alpha brainstorm Project Alpha market research, part 2 Project Frobazz kickoff Debrief Project Boom check-in Call w/ west coast Call w/ west coast Call w/ west coast Client breakfast Quarterly All-Hands Stand-up Call w/ west coast Stand-up Check-in Check-in Bob 1:1 Bob 1:1 again, because why not Stand-up Stand-up Spec review Stand-up Project Boom check-in Debrief Check-in Check-in Check-in Check-in Team lunch Lunch w/ Dave Lunch w/ Kelly Working lunch Cup of noodles if you’re lucky Alice 1:1 Check-in Catch up Triple check Re-check Check-in Quarterly All-Hands Quarterly All-Hands Call w/ west coast Check-in Spec review Check-in Stand-up Hold Check-in Check-in Sit down

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Call w/ east coast Stand-up Project Alpha market research Bob 1:1 Cindy 1:1 Doug 1:1 Edith 1:1 Stand-up Project Alpha brainstorm Project Alpha market research, part 2 Project Frobazz kickoff Debrief Project Boom check-in Call w/ west coast Call w/ west coast Call w/ west coast Client breakfast Quarterly All-Hands Stand-up Call w/ west coast Stand-up Check-in Check-in Bob 1:1 Bob 1:1 again, because why not Stand-up Stand-up Spec review Stand-up Project Boom check-in Debrief Check-in Check-in Check-in Check-in Team lunch Lunch w/ Dave Lunch w/ Kelly Working lunch Cup of noodles if you’re lucky Alice 1:1 Check-in Catch up Triple check Re-check Check-in Quarterly All-Hands Quarterly All-Hands Call w/ west coast Check-in Spec review Check-in Stand-up Hold Check-in Check-in Sit down

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Call w/ east coast Stand-up Project Alpha market research Bob 1:1 Cindy 1:1 Doug 1:1 Edith 1:1 Stand-up Project Alpha brainstorm Project Alpha market research, part 2 Project Frobazz kickoff Debrief Project Boom check-in Call w/ west coast Call w/ west coast Call w/ west coast Client breakfast Quarterly All-Hands Stand-up Call w/ west coast Stand-up Check-in Check-in Bob 1:1 Bob 1:1 again, because why not Stand-up Stand-up Spec review Stand-up Project Boom check-in Debrief Check-in Check-in Check-in Check-in Team lunch Lunch w/ Dave Lunch w/ Kelly Working lunch Cup of noodles if you’re lucky Alice 1:1 Check-in Catch up Triple check Re-check Check-in Quarterly All-Hands Quarterly All-Hands Call w/ west coast Check-in Spec review Check-in Stand-up Hold Check-in Check-in Sit down

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Defaults

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Defaults

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Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr

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F M T W T

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Perfect start? Confidence Commitment Momentum Hard & Fun

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2010

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20%

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“Design Sprint”

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2010

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2010

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2010

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2011

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2012

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Google Ventures

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Startups

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Data Idea

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Build Launch Data Idea

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Launch Data Idea B… u… i… l… d

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B… u… i… l… d Lau Data Idea

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Idea Data

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2012

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2012

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2013

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2014

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2015

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2016

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The Design Sprint

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F M T W T ! CEO Engineer Sales Marketing Design

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! F M T W T CEO Engineer Sales Marketing Design

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F M T W T

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F M T W T Defaults

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F M T W T Defaults

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F M T W T Checklist

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F M T W T

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F M T W T Checklists 1 p.m. ❏ Lunch break. Eat together if you can (it’s fun). Remind your team to choose a light lunch to maintain energy in the afternoon. There are snacks if you get hungry later. 2 p.m. ❏ Ask the Experts. Interview experts on your sprint team and guests from the outside. Aim for fifteen to thirty minutes each. Ask about the vision, customer research, how things work, and previous ef- forts. Pretend you’re a reporter. Update long-term goal, questions, and map as you go. (p. 71) ❏ Explain How Might We notes. Distribute whiteboard markers and sticky notes. Reframe problems as opportunities. Start with the let- ters “HMW” on the top left corner. Write one idea per sticky note. Make a stack as you go. (p. 73) 4-ish ❏ Organize How Might We notes. Stick all the How Might We notes onto a wall in any order. Move similar ideas next to one an- other. Label themes as they emerge. Don’t perfect it. Stop after about ten minutes. (p. 79) ❏ Vote on How Might We notes. Each person has two votes, can vote on his or her own notes, or even the same n winners onto y Checklists MONDAY Note: Schedules are approximate. Don’t worry if you run behind. Remem- ber to take breaks every sixty to ninety minutes (or around 11:30 a.m. and 3:30 p.m. each day). 10 a.m. ❏ Write this checklist on a whiteboard. When you’re done, check off this first item. See how easy that was? Keep checking off items throughout the day. ❏ Introductions. If some people don’t know one another, do a round of introductions. Point out the Facilitator and the Decider and de- scribe their roles. ❏ Explain the sprint. Introduce the five-day sprint process (you can use the slide deck on thesprintbook.com). Run through this check- list and briefly describe each activity. 10:15-ish ❏ Set a long-term goal. Get optimistic. Ask: Why are we doing this project? Where do we want to be in six months, a year, or even five years from now? Write the long-term goal on a whitebo ❏ List sprint questions. Get pessim Turn these fea

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F M T W T

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F M T W T Map

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Default: Perfectly plan everything Sprint: Focus on one key moment

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Map

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Target

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F M T W T Sketch

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Default: Group brainstorm

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… Idea Idea Idea Sales pitch Idea Sales pitch Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea

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Idea Solution

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Solution

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Solution Idea Idea Idea

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Default: Group brainstorm Sprint: Work alone, together

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Detailed solutions

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10+ competing solutions

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F M T W T Decide

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Default: Endless discussion Sprint: Fast & decisive

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… … … … Idea Idea Idea Idea Solution Solution Solution Solution

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… … … … Idea Idea Idea Idea Solution Solution Solution Solution Solution Solution Solution Solution

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Solution Solution Solution Solution

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Silent review

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` Speed review

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The Decider Decides

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F M T W T type Proto-

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Default: Build MVP Sprint: Fake it

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Fake website

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Fake app

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Fake marketing

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Fake packaging

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Fake sales deck

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Script Fake service

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Prepared by ! 130 Fake snack bar

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F M T W T Test!

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Default: Wait for perfect data Sprint: Quick & dirty data now

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1:1 interviews 5x

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Team watches + takes notes

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1 2 3 4 5 Instant learning

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1 2 3 4 5 Repeat + perfect

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SPRINT

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SPRINT

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LAUNCH SPRINT BUILD

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150+ design sprints

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150+ design sprints

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Hotel delivery robot

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Hotel delivery robot

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Hotel delivery robot

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How should the robot behave?

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No personality.

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F M T W T

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F M T W T Map

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Design CEO CMO CTO Engineer

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F M T W T Sketch

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F M T W T Decide

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Face 3 risky ideas Games Dance

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F M T W T type Proto-

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8 hour prototype

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Sound effects

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Face

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Robot choreography

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F M T W T Test!

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Test with hotel guests

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Braden, Michael

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Aloft Hotel Cupertino, CA

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7:00 am

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9:00 am

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Meanwhile…

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5x

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Games? Face? Dance?

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Games Face? Dance?

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Games Face Dance?

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Games Face Dance

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100,000+ deliveries

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Default: Play it safe Sprint: Take big risks

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2016

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2019

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Google Google Ventures Airbnb Facebook Stanford Reykjavík University LEGO Lufthansa Home Depot Procter & Gamble Wall Street Journal Uber Slack 23andMe Governments Non-profits IDEO McKinsey AJ&Smart

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Culture of Innovation?

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c Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May

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c Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Big policy changes

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c Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Tiny experiment

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c Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Watch the elbow.

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jakeknapp.com/stockholm

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“Find a way to enjoy your work, because you’ll spend most of your life at work.” —Jake’s dad

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!

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Thank you! jakeknapp.com/stockholm