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"Reimagination means reshaping your entire business around the customer or user experience. The best-known term for this is human-centered design (HCD). When companies practice HCD, they put the user (the customer, the audience member, the person on the other end of the digital channel) at the center of every decision the company makes. This empathetic focus on user experience is an essential driver to creating simple yet disruptive solutions that are operationally feasible, economically viable, and, most important, desired by users."