Users First Creative Process

I recently ran across this article: https://hbr.org/1997/11/spark-innovation-through-empathic-design. Written in 97. It's interesting that over 20 years ago, this idea still has not taken root in many processes of companies. Together, the client and creative should first look at the patterns, needs, and values of the ideal end user. Let those discoveries not only dictate your creative, but let it adjust, or refine your mission and value.

I am curious how many of you encounter companies who truly understand, or believe in this notion? So much that they are willing to be uncomfortable, step out of what they believe and transform the core versus simply putting on a new dress.