Too many teams get nearly to the end zone, then end up punting.
In contracting, the biggest challenge is selling the solution to the immediate client product owner. If that person isn't completely bought in, it takes a lot of time and effort to overcome their desire to farm ultimate ownership of the deliverable out to a broader stakeholder committee or focus group. In the projects I've worked, at least, that broader stakeholder community is often quite receptive to getting a deliverable vs. asked for design opinions.
In contracting, the biggest challenge is selling the solution to the immediate client product owner. If that person isn't completely bought in, it takes a lot of time and effort to overcome their desire to farm ultimate ownership of the deliverable out to a broader stakeholder committee or focus group. In the projects I've worked, at least, that broader stakeholder community is often quite receptive to getting a deliverable vs. asked for design opinions.