Over the past few months, guests on this podcast have shared some great examples of inclusive design and innovation, but these kinds of products aren’t the norm (yet).   Joining me to explore some of the reasons why is Scott Berkun, author of How Design Makes the World, a book that aims to demystify design for everyone. We discuss why it’s so hard to design well and what organisations can do to accelerate good ideas. Enjoying the show? Be sure to check out the Made For Us newsletter to get the latest updates. If you haven’t yet left a 5-star rating or review, this would be the perfect time to do so (it will help others discover this podcast while Season 2 is in the works). In today’s episode, Scott and I discuss:  Business and cultural reasons behind design choicesKey questions to ask early on in the design processWhy we should think twice before using words like ‘intuitive’ and ‘user-friendly’The ROI of inclusivity  --- About Scott Berkun: Scott Berkun is a bestselling author and popular speaker on UX design, innovation, leading teams, public speaking and other subjects. He’s published eight books, including How Design Makes The World and The Myths of Innovation. His work has appeared in The New York Times, The Washington Post, Forbes, The Wall Street Journal, The Economist and other media. Learn more about Scott Berkun: http://www.scottberkun.com Learn more about How Design Makes the World: https://designmtw.com/ --- Connect with  Made for Us Show notes and transcripts: https://made-for-us.captivate.fm/ LinkedIn: https://www.linkedin.com/company/madeforuspodcast Instagram: https://www.instagram.com/madeforuspodcast/  Made For Us was produced and hosted by Tosin Sulaiman. Special thanks to the following people who helped to keep this podcast running: Design & social media management: Valentin Grimoux  Audio engineering: Justin Orive at Reliable Sounds, Alex Van Rose & Rishi Das Post-production & marketing intern: Soumaya El Filali