These comments seem to make a gloriously meta confirmation of the article's point. The article is saying that engineers (among others) have been known to optimise for the wrong thing. He uses a possibly inappropriate example of faster dishwashers. Then many of the commenters (quite likely engineers) optimise their comments on the thing they know about -- desirability or otherwise of faster dishwashers -- rather than…
Making a faster dishwasher is exactly what engineers are trained to do. They get paid handomsely to optimize and improve existing forms and problems. Sure it's good to say engineers optimize the wrong stuff... but what's the solution? Be someone else? Start the dishwasher again from first principles? I love opening up the discussion with awareness, but a suggestion on the next step is helpful too.
I don’t know if those currently exist for dishwashers. But in general, you’re looking for pain points that have been ignored by the market because nobody has fully grasped the picture of the customer needs before. In that way, frameworks like Jobs-To-Be-Done or customer personas, while they may seem very “mechanical” offer deterministic disciplines to maximize the chances of encountering fresh insights and thus build innovative solutions.