BA Bites - When Human-Centred Design Isn’t What It Seems: From Users to Customers and True Innovation

We all say we’re doing human-centred design — but what happens when the “human” turns out to be our internal process, not our actual customer?In this episode, Benjamen Walsh dives into how real innovation starts with the customer’s job to be done — not our internal agenda.Learn how to spot fake HCD, how to reframe discovery around customer value, and why true innovation lies in understanding why people do what they do, not just how we think they should.