Marilyn Smith suggests that on a team, diversity of thought is crucial. In fact, it’s good to have a bit of “thought competition” on the team. You might think this would be natural, but often people find it easier to simply “go along” with everyone else. One of the best ways to increase thought diversity is to engage with customers—and by customers, Smith means the people who are actually going to use a system to achieve the business purposes for which it is being built. Involving customers in a process will ensure that the finished product delivers value. Not only that, but it’s a way of getting a team to sit up and take notice.