Technological advances are the most obvious form of innovation, but the biggest breakthroughs are actually born of a subtler, more subjective process of creative design, writes Irving Wladawsky-Berger. That's because design principles deal with the way people and technologies interact, allowing innovators to address bigger, thornier societal problems. "[M]ost of the really hard issues are not technical at all. They are human," Wladawsky-Berger writes.

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