[DavidParmelee]

I’m a consultant myself (UX research and strategy), and I like several of the points in this article - for example, why churn rates are higher for people who want one objective versus another. This is definitely an important distinction. Not all users are the same.

Offering users the features and benefits they’re looking for is kind of tricky. In enterprise settings, the users are more likely to know what they need. When they’re right, they just need their idea designed and built. Where it gets difficult is when they ask for a fix of a symptom, but the root cause is what really needs fixing. For instance, people might ask for a surface-level improvement on a step of registration or onboarding that shouldn’t even be there because it doesn’t give them any value (like confirming an email address or even asking for signup for a product they’ve never tried). Or, two different users (who map to different personas) make requests that contradict each other.