The way people do things today is often merely the product of the obsolete systems and organizations they are forced to interact with, and typically bear little resemblance to the way they would like to do things or the way they would be most effective.
Product designed to achieve business goals alone is not enough!
Personal goals of users need to be also addressed.
If we design and construct products in such a way that the people who use them achieve their goals, these people will be satisfied, effective, and happy and will gladly pay for the products and recommend that others do the same.
Design and built products that will help people to achieve their business and personal goals, and in ways that will make them more effective.