How to Eliminate the Disconnect Between What You Build and What Customers Truly Want

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Key Takeaways

Human-centered design is about understanding what people actually want and need before making business decisions. This mindset helps companies eliminate confusion, simplify processes and discover hidden opportunities.
Most products that miss the mark stem from designing based on internal logic instead of human logic. Success comes from observing, listening, testing and iterating.
Experience has become the ultimate competitive advantage — customers remember how they felt interacting with your brand more than features or marketing messages.