As the most successful companies have found, focus on the user (client) and all else will follow. We look for segmentation information, that helps us understand the different types of clients who are generally a subset of total users. We take the time to interview, spend time with and observe. We learn what they like, what they want, what annoys them and what delights them. This helps us build a story which gives us context to identify opportunity. This sets the direction or experience roadmap which generates ideas that are relevant and much more likely to be what user want need and will generally also pay for.