If you are a technical company that wants to tailor your products to your users, hire non-technical consultants who see your products as your users do.
Hire someone with a powder puff approach. Someone who thinks, looks, and acts differently from you and wins over your team with gentle insights rather than trampling over their efforts. A person without company baggage, who like a compact case travels lite and applies a formula that is seamless to your skins. Thus, giving your users transparency in what they do. A powder puff consultant can give your technology a whole new face-lift.