Social entrepreneurs don't consider their business from the perspective of the people who will be its customers.
Heather Fleming is a designer and an engineer who co-founded Catapult Design, a nonprofit firm that collaborates with social entrepreneurs to ensure the products and business models they've designed to change people's lives work in practice. Fleming began her career doing product development in Silicon Valley, but transitioned into humanitarian design after working with Engineers Without Borders.
All too often, Fleming warns, social entrepreneurs don't spend enough time considering their business from the perspective of the people who will be its customers and stakeholders, and that's no good for anyone. For new social enterprise to succeed, it will need to remember key design principles. For starters, entrepreneurs need to keep the end user at the forefront of their minds.
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