As organizations get more complex, the focus can easily shift away from human centered design. Instead of understanding and empathizing with our users, we are designing for our managers, committees, design guidelines and ourselves — this can be really far off from what people are actually hiring the product for.
Good inventors and designers deeply understand their customer. They spend tremendous energy developing that intuition. They study and understand many anecdotes rather than only the averages you’ll find on surveys. They live with the design.