What do decision-makers care about? Senior executives face the daunting task of catering to the needs of two main stakeholder groups—customers and investors. Customers contribute to the company’s revenue through their purchases, and investors provide the necessary financial backing for growth. These two groups can have very different (and at times conflicting) priorities, and it’s up to the decision-makers to find the right balance. At this stage, we have a good understanding of how our design initiatives align with strategic priorities. We also understand where they provide value, and what mitigation plans have been put in place to manage risk. We can confidently communicate this information to senior leaders to ensure they have the insights they need to balance priorities and meet the expectations of customers and investors.