When you’re building products, websites, web applications, or just about any experience out there, the thing you build will serve two masters: Your End Users and The Stakeholders. These are found in the form of the “business owners” behind the project, or the customers that will live with this thing. By determining the goals of both users and the business, and getting buy-in from all aforementioned parties involved, you ensure you don’t miss anything. I practice this to make sure all the goals are considered in solving a design problem.