Gut instinct will only take your organization so far.
Running an organization is hard. And the harder you work, the easier it becomes to lose sight of your audience's changing needs.
Practically every decision your team makes boils down to this:
You can either make things easier for your customers or you can make things easier for your employees.
Without regular exposure to real customers' needs, it's no wonder employees' interests get prioritized over those of your customers.
And without frameworks for better decision-making, you'll keep making choices based on best guesses, who has the boss's ear that day, or whatever fire is burning hottest at the moment.