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Our past experience with building concepts was around existing products.
I'd had some “bones” to work with: an existing product, a working store, distribution channels up and running, previous sales performance to compare against. So although building the design at distance concept was inside my comfort zone, starting from ground zero was going to be new experience!
One thing I'd learnt to recognize was my own limitations. I had many aspects to build, and I knew exactly which ones would challenge me the most, given my skill set and experience to date...





