Justin Jacoby Smith is an organizer, web geek, Buddhist, and poet.

you are not your target audience

 We use our service, yes, but, in most cases I would argue that the target users of a product are not the company's employees.  Could Facebook have nailed privacy if they had been designing their product keeping in mind their gigantic base of users that are not Silicon Valley early adopters impressed by fancy technology?

There is an oft-quoted saying that the difference between an inventor and a designer is that an inventor builds for herself while a designer builds for others.  This is why we want to be the designer-driven company of the future.