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In a world of seemingly endless choices, today’s consumers don’t often travel a linear path when making a purchase.
Signs mark the entrance: Production Area, Authorized Personnel Only. Inside, observers stand behind a line of caution tape, taking notes intently. In front of them a rumbling machine shuffles orange, green, and yellow balls along conveyor belts, through tubes, and down ramps.
Bruce Hymas and his teammates had sixteen connectors, fifty-four sticks, and three minutes. The task: build a tower that holds up a golf ball—and make the tower taller than everyone else’s.