Are we dealing with the right customer?
There are two types of customers we deal with from an IT perspective. First, there is a direct customer which can be the HR department or the finance department, then there is the indirect customer of the HR department and the finance department which could be the employees who are the external vendors.
The customers could also be classified into 3 broad categories: Providers, Consumers, and Aggregators. The Providers are teams that provide services like network, storage, data center operators, etc. The Consumers are departments like HR, finance, etc. The Aggregators are developers who actually make the application.
The regulators are good examples of these types: security team, procurement team etcetera
But they're not all created equal! A good example of this is when you're looking at a "Sponsor" type persona; a sponsor is a person who can state what is the business value of using this application and its relevance to organizational success.