When talking to users, your goals are very, very different. Your job is not to explain, to align, or even to inform. Instead, your job is to learn as much as you can about their goals, their needs, and their world. Returning to our third guiding principle, this means immersing yourself in your users’ reality, rather than dragging them into your company’s reality. Putting this idea into practice involves less “sounding smart” than it does “playing dumb.”
