Beyond design quality itself, organizations often convince themselves that their work is better than it is. They reinforce their unconscious incompetence. Some do this with language, for example, calling themselves “customer centric.” But what does that really mean? There’s no official measure of, or license for, customer centricity. It’s just a label any organization can apply to itself at any time, without changing the quality of anything. And corporations, which are profit centric, are at best a balance between generating profits and satisfying customer needs.
