They want what it will do for them. They want the way in which it will benefit them. And there aren’t many benefits to choose from.
In essence, most business analysts deliver the same benefits. We just do it in different ways, with different approaches, tools and techniques. And we do it for different stakeholders, in different organisations, on different projects.
If you can bring a stakeholder the opportunity for more customers, less time, better quality, industry compliance, or one of the other desired benefits, you’ve done something worthwhile. The solution you spec is simply a path to achieve those benefits, and we let everyone down when we focus on the technical, not the objectives.
What’s needed and who needs it are the two questions that guide us.