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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).
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
You get the picture. 0:00 Your user has goals, and so do you. 0:01 Are the goals the same? 0:04 Your customer may want a new shirt. 0:06 And you may want $20. 0:08 It's important to see what the goals have in common. 0:10 The customer trades $20, what you want, for the shirt, what the customer wants. 0:13 If your customer wants to buy a shirt, and you give them one for 0:19 free, that helps the customer, but it doesn't get you any money. 0:22 If you want your customer to give you money, and they give you $20 0:27 with nothing in return, that doesn't make a lot of sense for the customer. 0:30 Keep in mind that your goals should be win-win, they buy a cool shirt, and 0:35 you get your money. 0:39 Your user wouldn't want to be short-changed and 0:41 you probably don't want to be short-changed either. 0:43 It's important to strike a balance where you both benefit from the interaction. 0:46 At the end of the day, the user will do what the user wants, so 0:51 it's important to align your goals with theirs. 0:55 A good way to visualize and remember this is by drawing a Venn diagram. 0:58 A couple of videos ago we made a list of the businessman's goals. 1:04 In the previous video, we looked at some of our goals. 1:07 The middle part of the diagram should be what both of you want, and 1:11 by seeing how they overlap you can see what helps both of you. 1:15 The businessman wants a ride to the airport, and 1:19 we want customers to use our app to get rides to places they want to go. 1:22 He wants the vehicle to pick him up promptly, so 1:26 he doesn't have to worry about not making his flight on time. 1:29 We want our app to work as efficiently as possible, so 1:32 we can serve the largest number of people. 1:35 So we both want the same thing. 1:38 However, we have other users. 1:40 Take a moment to think about what Social Sara and your third persona 1:43 want to accomplish and how you can find ways to help them reach their goals. 1:46
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