But we forget this too easily. We prefer to delude ourselves that the world was somehow invented to validate our newest product, campaign or non-profit. We prefer believing that if people aren’t doing what we want, it must be because of some moral failing on their part.
It’s not that people are unkind or malicious; it’s just that they’re already busy enough, caring about something else.
The problem reminds me of some of the challenges that our recent Design Thinking approaches are built to solve. Always built with the user, patient, customer, etc. in mind. If you really care about them, magically they care about you a lot more.