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__You can minimize risk by doing your research and, most of all, by testing. Testing__ is an integral part of the Patagonia industrial design process, and it needs to be included in every part of this process. It involves testing competitors' products; "quick and dirty" testing of new ideas to see if they are worth pursuing; fabric testing; "living" with a new product to judge how hot the sales may be; testing production samples for function and durability, and so on; and test marketing a product to see if people will buy it.