44- Why IKEA offers 0.99$ hot dogs?

In the fifth Business Design Jam, Alen and Franz (also a mentor in the d.MBA), discuss business design stories such as: - why IKEA offers 0.99$ hot dogs after you bought furniture for hundreds of dollars, - how Soul-Cycle created a competitive advantage by designing for their employees instead of customers; - and why designers should co-create with lead users, not just test after designs are made.