Something that occured to me years ago is we have a quirk in English language that gets in the way of accurately emapthizing with each other, especially when trying to design things well (like products and experiences). We don't say "unwant", and we don't clearly differentiate between a lack of want and a repulsion or unwant or negative want.
Someone might say "I don't want x" or "I don't need x" and it's unclear if:
- they see no value in x
- they see small enough value in x that they don't care
- they see negative value
So much time and energy is wasted on misunderstandings that stem from this ambiguity.
It ruins products, is loses deals, it screws up projections, it confuses executives, etc.
It gets in the way of accurately empathizing with and understanding each other.
Because "I unwant x" means something extremely different than "I don't want x". Unwant implies some other value that x is getting in the way of. Understanding other peoples' values is what enables accurate empathy for them. Accurately empathizing with customers is what enables great products and predictable sales.
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