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The fundamental dichotomy when designing any web application: The business goals/requirements of the enterprise (the "push") vs. the needs/requirements of the end-user/customer (the "pull"). Best visualized with a simple, two-circle Venn diagram. The intersection being the "sweet" spot (no-brainer stuff to do). Some designers/researchers will add a third circle for technological constraints (context), but many effective designers prefer to make that a secondary consideration during early concepting.
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