Most organisations know what they should do. What they do not have is the ability to absorb another change on top of the four already running, and nobody measures it.
Automation applied to a defined process removes work. Applied to an undefined one it produces confident output nobody can check, faster than anyone can review it.
A design document cannot be wrong in any way that hurts yet. That is precisely what makes it a bad instrument for finding out whether an idea is any good.