Is there a better way?
Using an agile, needs-driven approach, businesses first gain deep insight into what market problem they are going to solve and then work to create the solution. It sounds simple. The problem is not in espousing this approach. After all, most business leaders would say they understand what market problem they are solving. The challenge lies in having the discipline to understand the market needs before creating a solution. After all, creating stuff is fun and relatively easy. Really understanding and addressing customer needs is the hard part.
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