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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).
Further Reading:
This UX Planet article talks about how both user and business goals can be combined.
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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).
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User Goals and Corporate Goals, by Tyner Blain
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