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> the coding isn’t most difficult part of the innovation process.

This. Exactly my sentiments. I believe coding could also be one of these easiest things to do. Hardest are - requirements gathering and selling.

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Funny how everyone thinks other stuff is hard. Me, I think gathering requirements and deciding what to build is the fun part. Following through with the plan, managing the project, coming up with a schedule, making sure everything gets done on time, that's what I consider the hard part.

Great. Then, let's build a team of experts :-)

Both you and the parent seem to assume that there is this clear boundary between gathering requirements, and implementing the solution.

The hard part is accepting that this is an ongoing cycle and that you need to find ways to build inertia and continually evolve the value proposition.

Sorry, I do not have this assumption. Prioritizing the requirements is another big challenge.

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