Finding the overlap between what users need and what organizations require to thrive. Exploring the gaps between those two different mental models and designing a spectacular solution that serves both masters.
Leading product-discovery activities, visualizing requirements, creating product plans, defining business value; and of course, relentless communication of success criteria to internal and external stakeholders.
Start with the end in mind. From the beginning, a service that is useful, usable, efficient and desirable - both internally and externally. A creative and practical way to improve existing services and innovate new ones.