Too many people come to me for Product Sense/Insights interviews, and they over-index on the business goals before even identifying what the problem space is they are out to solve.

I am not sure where everyone is reading it, but I am seeing a huge uptick in people obsessed with sharing the business goal as “engagement” or “retention” and completely skipping over a focus on the user’s problem.

Remember, the business will thrive if you solve a real user problem.

If you fall into this trap, catch my articles:

• Users Over Pirate Metrics

• User vs. Business Perspective

• Build for the User, Not the Business

• Product Sense: Focusing on Users First