We're all building products, few of us are building great products that people want to use (including some of my own past projects). The biggest failures I have had on my side projects have been because I was designing/developing in a silo. I no longer pursue any work on a project or idea unless I have properly researched, spoken to and iterate with the people I am designing for. As a specialist in user experience, it is not our role to invent usefulness or make it easier for someone to use a bad idea. If you're experiencing this, read the following playlist that has helped me identify and fix this problem.