I the real world, people/companies can not decide want they want until they see what they don’t want. An iterative approach is the best way to handle that. By establishing an environment of continuous learning, learning about the product, learning about the process we use, and learn about the environment we are working in. That is the best way to be able to meet the customer needs.
Teams don’t work enough in terms of Outcomes, but rather activities. Team need to pivot to Outcome based development, basing their work on why they are doing activities, not just the activities themselves.
Being able to deliver a produc the customer is actually able to use and our company can sell and improve upon is the primarly problem we are trying to solve.