From the Dallas Morning News today by Aline Lara Rezende - Now, Empathy Wins:
"This change appears on a recent McKinsey & Co. report titled, "Building a Design-Drive Culture." McKinsey says a key difference with design-driven companies is that they're not just trying to understand what customers want but also why."
Asking the question "Why" five times is important. Asking "Why" is the least taught skill to future engineers. Engineering needs to augment results-oriented design approaches with more human-centered design. This means engineers will need to get in touch with their inner cultural anthropologists.