Why good design fails inside most companies

Most companies believe they understand their customers. They run research, track behavior, and gather feedback at scale. Yet products still reach the market feeling disconnected from the way people actually live. The original insight was there. It just became a little less clear each time it passed from one team to the next. This happens because research is gathered in one place, interpreted in another, handed off to a team working under different constraints, and revised again before anything…