There’s no point landing the perfect plane at the wrong airport. That’s an analogy someone shared with me several years ago to explain Design Thinking, and it has resonated with me ever since for two reasons. Firstly, it exposes the solution-first approach that pervades the corporate sector; and secondly, it challenges our obsession with perfection. When I look across the business landscape, I’m continually surprised by the decisions that some companies make on behalf of their customers, without those decisions…