Learning about all the frameworks in a MBA education and dealing with all the business cases leads to a situation where business people might feel over confident in understanding what is going on in the world. More than that: a lot claim to know better and to have a more strategic view than the Product Managers.
At the same time, the Product Manager is forced to justify his/her proposal in a situation where proof of evidence is simply not existing. And not only that: many assumptions are being made. If you forced design thinkers to prove every single of those assumptions, nothing will ever really happen. It is all about intuition and iteration with real customers. It is about dealing with uncertainty. Really dealing with uncertainty – not just pretending to do so.
“The Designful Company” is a great book. It also describes the situation of the earth not being entirely discovered. Maps would only cover part of the globe, many white areas are still left. There are some people who are attracted by those and who are willing to “fight the dragons”. And others shy away.
Digital has created even more white spaces than ever before. The world is full of new opportunities. So why do many business people don´t conquer them? Well it is because of the uncertainty they would have to admit to be existent.
If you have an idea about your target market and a top level understanding of what product you want to build you still have the challenge to build it. Building it from scratch is hard. You can copy cat similar products or you can just tweak your existing UI – both feel more comfortable than jumping into the cold water.
And now imagine the product visionary coming in with her/his ideas. Not using what is out there already but trying to build new solutions to existing problems. And now try to figure out your own emotions in such a situation. You don´t understand the solution, it is different from what you have experienced before. Would you leave your framework castle to deal with it or shoot it down from behind your safe (business) walls? Up to you to decide!