processes that systematize product development and launch, including the need for accurate knowledge about customers and market, are all to the good, of course. what such processes cannot do, however, is to eliminate the human beings involved and their passions. people fall in love with their own products and services, or with the underlying technologies, all the time. when they do, their passion forms the lens through which the customer is seen, creating a distorting filter between a company and its customers. that’s why corporate narcissism persists. and that’s also why rigorous consideration and reconsideration of customer needs is critical to any process for developing and launching new or improved products and services. and if such effort seems unwarranted, just remember, while it takes investment to break out of the trance created by admiration for one’s own products or technologies, narcissus died for the love of his own reflection. no matter how painful, it’s worth double-checking that your customers behold the same beauty in your new product or service that you do.
위에서 distorting filter 의미가 왜곡하는 필터인데 내용상 왜곡한다는 의미인지는 알겠는데요 filter의 의미가 여과기니까 왜곡의 걸러낸다는 뜻으로 해석되어 의미가 상충되는 것같이 느껴져요 왜 distorting뒤에 굳이 filter라는 단어를 쓸까요?