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Customer-led design won’t lead you somewhere new

Customer-led design is an accepted norm these days; a go-to approach for innovation teams. But there’s a fundamental flaw in customer-led design when you’re trying to take a real leap forward: customers can’t lead you there.

Uncovering the unknown

Every savvy business these days invests in building an understanding of their customers before taking strategic decisions. We live in an age where the customer’s power is ascendant and there’s no sign of that reversing — nor should it. So how do we make organisations more customer-centric?