Why is it that once you roll out a new product, customers don't use it? Or a new service that you developed specifically based on customer feedback, yet it languishes with low adoption rates? It's a struggle that organizations deal with almost on a daily basis and often try to tackle with anything they can, whether it be creating sales team incentives, investing in a big marketing campaign, or extensive training programs. But the problem starts much further upstream in the development process, in the understanding of not customer needs, but problems.

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