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One rule of thumb you should follow when forecasting expenses is: _____ your estimates for advertising and marketing costs since they always escalate beyond expectations. 

Physical prototypes are tangible artifacts created to approximate the product.

If the NPV is negative, the project is _____.

In developing a typical Media Message Guide (launch message components), _____ should reinforce the overriding message (single overriding communications message) and provide additional information or proof points to solidify your credibility and tell the story. 

As we have defined it in this class, Design Thinking has three phases and four modes.

Customer Profile Matrices and Personas are:

Brands provide a long-term sustainable competitive advantage (SCA) that is very difficult to copy.

It’s important to begin (the buyer person interview) with a question about the most important moment in which:

The _____ is the concept that money you have in hand now is more valuable than money you collect later on.

Looking at the following list of expenses, in Year 3, total expenses for the new product launch are forecasted to be: Salaries (Each year – Years 2 and 3) $150,000/yr Social Media – CPM basis (Year 1) approximately $100,000 Social Media – CPC basis (Each year – Years 2 and 3) estimated at $300,000/yr Office Space (Each year – Years 1, 2, and 3) $25,000/yr