Interesting and articulate — thank you Jesse! I have found that typically the business model doesn’t evolve with the solution. E.g. one team I lead inside a Fortune 50 company startup incubator designed a solution to meet user needs but were told to fit into the core business model, which effected how the solution was delivered and paid for. I had to work hard to fend off these antibodies to innovation, rewriting contracts and creating a different type of selling motion (new skills for me as a software engineer!). Even so, some things were too radical for the company to swallow. Have you explored bringing HCD into business model evolution?