Leading product in enterprise is different. Most enterprise product teams are three layers removed from customers. Research gets summarized. Feedback gets filtered. By the time insights reach the team, they're abstractions. "Users want better search" instead of "I couldn't find the sale items, so I gave up."

Give teams direct access. Let them watch support calls, visit stores, sit in sales demos. Not summarized. Direct. Something shifts when an engineer sees a customer struggle with something they built. Priorities clarify. Urgency becomes real. The work stops being tickets and starts being people.

This isn't about research methodology. It's about connection to impact.