Impress
Who are you talking to right now? What were they doing before they talked to you? What are they going to do after they talk to you? What are they responsible for? Who are they trying to impress? Knowing these answers is crucial.
Know Your Audience
If you went into design thinking that the only audience to worry about is the end customer, then get out your pencil and prepare to take a LOT of notes.
Think about all these people and positions. Subordinates, peers, and people considered more senior than you. Everyone is jockeying for position. Somehow, somewhere, and with someone. ...
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