Randy Nicolau: Poppin was created to fill the design gap between the products we use to work and those available in the rest of our lives.

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The ultra-thin and lightweight design of the juice pack also complements the smartphone's zero-gap unibody design, delivering full protection and power in a sleek profile.

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This strategy was simple in conception but heartbreakingly difficult in execution, being based on flawed assumptions, an irreconcilable gap between strategic design and execution, and a comprehensive failure of management information systems.

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