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We've lost curiosity about users

By
Mukund Kabra

Teams lose curiosity when users become numbers on a dashboard. Put regular, direct contact with users back into the team's week, and make every big decision cite something a real customer said or did.

Category:
Positioning
Reading time:
2
min read
Published on:
October 24, 2026
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Positioning
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We've lost curiosity about users

We've lost curiosity about users

Problem

Nobody on the team has spoken to a customer in months.

Decisions are made from dashboards, competitor screenshots and opinions in meetings. The team knows the numbers well and the people behind them hardly at all.

New ideas get thinner because they all come from inside the building.

Insight

Curiosity fades when contact with users is nobody's job.

In the early days founders talk to customers every week because they have to. As the company grows, that contact gets delegated, then filtered, then dropped.

Teams that stay sharp make user contact a routine with an owner, not an occasional research project.

How we approach it

We put customers back into the team's working week.

  1. We set up a simple rhythm of user calls, session reviews and support reading that the whole team joins.
  2. We collect what we hear in one place, tagged by theme, so patterns show up over time.
  3. We tie each roadmap and campaign decision to evidence from that record.

The team starts asking better questions because it hears the answers first hand.

Tags:  
Brand Consistency System; Brand Guidelines; Design System; Messaging Consistency; Visual Identity; Brand Governance
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