What do they want?

They are anybody you serve.

Your customer. The test team. The developers. The sales team. The program manager. Your spouse. Your kids. Your neighbor.

It’s not always about them, and you may not be able to give everybody what they want.

But it’s always worth considering because it helps you prioritize, build, and refactor the system.

If you’re able to give them what they want, you turn “they” into “we.”