> People know what they want and need

If they truly did, there wouldn't be a huge amount of humans whose role is basically "Take what users/executives say they want, and figure out what they REALLY want, then write that down for others".

Maybe I've worked for too many startups, and only consulted for larger companies, but everywhere in businesses I see so many problems that are basically "Others misunderstood what that person meant" and/or "Someone thought they wanted X, they actually wanted Y".