Famous last words: this time it’s different. No really, this time it is. We have arrived at that Malcolm Gladwell tipping point. Well, at least I have, and I don’t think I’m alone. Let me make it personal.

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“#BIF9 carries a sense of homecoming, a reunion of sorts. The kind where all the crazy aunts and uncles gather, regaling us with tales of adventure and awe. Perhaps the family reunion metaphor is accurate; I believe that innovators are cut from the same DNA. We are insatiable optimists and see opportunity in everything.

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How will we get better if the fear of failure prevents us from trying anything new? How will we make progress on the big system challenges of our time, if every time someone tries something transformational and fails, we vilify them? What if we reframed failure as intentional iteration?

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Lee speaks Mandarin, rides a Harley, and has three Ivy League degrees. But, that’s not the only reason for why she is one of BIF’s most memorable Summit storytellers. As SVP, customer experience design for Lowe’s, Lee refuses to rely on superficial readings of big data, focus groups or piles of market research to reposition her clients. Instead, she dives into the basic human motivations that drive behavior.

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