What I want to do is to get orgs to agree to design the right thing. And that is a solution that we get from observing customers, knowing the business, understanding the technology.

With this information we can identify the destination on the horizon. With the destination as the guide we can tack back and forth with the agile execution. While executing we keep gathering user observations, business knowledge and technology insights.

On the other side is a product people will pay for and use… Guaranteed.