You get the picture: your user has goals, and so do you. Are your goals the same? Your customer may want a new car, and you may want thousands of dollars. It’s important to see what the goals have in common: the customer trades thousands of dollars (what you want) for the car (what the customer wants).
This UX Planet article talks about how both user and business goals can be combined.
UX Strategy v UX Design: The Ideal UX PRocess, by Justinmind and Jaime Levy.
Though it’s an older article, this does a great job of explaining how user goals and business goals can work together (or go against each other).
User Goals and Corporate Goals, by Tyner Blain
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