One of the more popular corporate public relations strategies is to describe frightening new product glitches as normal teething problems.

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The product comes with normal building components, decorations and then wires and electronics to put in lights, bells and other jazzy features.

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Matt O'Connor, the outfit's founder (and a PR man), says his first pop-up let him launch his brand for a tenth of the normal cost, while testing product ideas.

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Nokia sees another challenging quarter in Q4 for smartphones, with a lower-than-normal boost from seasonality, due to product transitions and the ramp up of new devices.

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For example, a keyhole real-time dashboard might inform a product manager that sales orders were 40 percent below normal in the morning.

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If you look at the end product, once it is built, it is a pretty normal doll house.

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Mr Gross argues that a normal company structure, in which each of his ideas would be represented by a product line, not a new company, is inappropriate for an environment as fast-changing as the Internet.

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