“Building a plane while flying it” or some variation has been used to describe situations in education (2011), education (2016). education (2017), health care, medicine, ride-hailing startups, business strategy, even fluffier business stories, and…this. And long before earning broad criticism for its use in tech, the phrase was vividly illustrated in an ad for Electronic Data Systems (EDS) that has since been appropriated for all...

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