I was reminiscing with a colleague about a project we dubbed “Swamp Thing” because every time work approached completion, the learning team would be asked to tweak part of the content or design. The project requirements weren’t especially onerous; the execution, however, took on a life of its own. I came on board when the team was completing rewrite number 24.

The root cause of the project’s longevity turned out to be simple: the focus was on ideas and wants, not on true learner needs....

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