You can design your products for two people. You can either do it to please your boss or you can do it to please your customers. You might think these two are the same. But this is rarely so. When you're designing products to please your boss, you will accept every suggestion of a feature change without question. You will expect your decisions on product to be approved and validated. But you will never fight for having the features that you think the product should have.

You might think that you can design your products for a third person instead of the above two. Yourself. But this is only true if you are a user of the product, and if you are a user, you will fall into one of the two categories above.

When you are designing for the customers, you will not think whether your boss might approve certain features. You will fight to keep those features you think will benefit the customers. You will have a specific answer to 'What do you want the users to do?' at any stage of the product/application.

You can design your products for two people. There is a world of difference in designing for one or the other. So, this is the first question you need to answer. And the answer will define your ownership level of the product.

If you don't have the answer to 'What do you want the users to do?', then your product is bound to be a failure.