If focusing on the user makes everything else follow, then why aren't all businesses doing it?
Money is one obvious reason. Time is another. Often these two go hand-in-hand: you have a budget not to be exceeded and a deadline that must be met. The third reason, and perhaps the deepest one, is the prevailing way of thinking.
A choice you always need to make when developing something new is choosing either an off-the-shelf standard solution, or a solution that creates competitive advantage.
Sometimes choosing a standard solution is the right thing to do. However, if you want users – whether they are employees, partners or customers – not only to find your solution functional and usable but also convenient, pleasurable and meaningful, it’s a must to incorporate them in the design and development process.