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July 2009
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TD Magazine
The Roots of Innovation

When Pure Digital released its handheld video camera - the Flip - skeptics believed that the product, with its basic functions and no zoom lens, should instead be named Flop. Yet, the company's founders held firm, convinced that even in a gadget-obsessed world, there exists a niche for a simple video camera.

The cameras weigh a few ounces and plug directly into a desktop with a USB connector, allowing users to capture video and send it to friends easily. The company grew quickly and was sol

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