Purposeful design is the term you are looking for. Features and vision might be on point but these teams are made of copycats, they can't figure out what design

Purposeful design is the term you are looking for. Features and vision might be on point but these teams are made of copycats, they can't figure out what design matches their products purpose. They get a few users who get horny on the idea but reality fails to deliver. Many of the big products would die without those decades of brainwash by all that abusive marketing trash folk.