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Why Everyone is Secretly Quitting Design Thinking

For decades, the gospel of innovation has been "empathize with the user." But what if that gospel is wrong? This video reveals why starting with the customer is a poisoned well—a source of shifting biases and unreliable opinions that leads brilliant ideas to a graveyard of good intentions. We break down why core design thinking tools like user personas and customer interviews are fundamentally unscientific and lock you into a cycle of incrementalism. You'll learn why asking your customers what they want will only ever get you a "faster horse." Then, we introduce a new playbook. A rigorous method that shifts the focus from sociology to physics, from subjective stories to objective truth. We explore a powerful redefinition of "Jobs to be Done" (JTBD) not as a story, but as a solution-agnostic, functional process. Learn how to deconstruct a problem down to its first principles and use AI as a logic engine to map the perfect, unbiased solution. This is the shift from guessing to engineering. ➡️ Get the complete guide: Read the 8,000-word manifesto that breaks down the entire process: https://www.jtbd.one/p/why-everyone-i... TIMESTAMPS: 0:00 - Introduction: The Graveyard of Good Intentions 0:25 - Dismantling the Gospel of Customer Empathy 1:08 - The Problem with User Personas: Building for a Ghost 1:40 - The Unscientific Nature of Customer Interviews & Cognitive Bias 2:25 - The "Faster Horse Problem": The Fundamental Boundary of Innovation 3:05 - A Ruthlessly Precise Definition of "Jobs to be Done" 4:10 - The New Playbook: From Sociologists to Physicists 5:05 - How to Use AI to Create the Objective "Job Map" 5:55 - Case Study: Innovating in Personal Finance (Empathy vs. First Principles) 7:35 - The Paradigm Shift: From What People Want to What Perfect Looks Like #Innovation #FirstPrinciples #BusinessStrategy #DesignThinking #ProductManagement #JTBD #AI #Tech #Entrepreneurship