In this episode, Kate and Ryan Sith dive into a critical (but often overlooked) topic in product development: losing sight of the user. They share real-world experiences of how teams can unintentionally start designing for internal stakeholders instead of external customers, how “shiny object syndrome” from leadership derails sprints, and why strong product ownership is essential. Together, they explore practical ways to reconnect teams with their users — from leveraging personas to involving real customers in reviews — and why keeping users at the center is vital for truly Agile delivery. A must-listen for anyone in product development, Agile coaching, or leadership roles!