Three important points about listening to your customers

I’ve known lots of business owners who want to “get some design in here” by hiring a designer. This almost never works because that owner isn’t thinking about design in the right way. Being a design-first company means to actually change the process of product design to one that starts with users actual goals or a known problem and working outward. If you are hitting a wall and hoping a designer can get you out of it, it’s probably not going to work without a fundamental change to your product development process.