There's a classic line in Quentin Tarantino's "Pulp Fiction". Two hit men, Jules (Samuel L. Jackson) and Vincent (John Travolta), are on their way to a job where they could be dealing with as many as six guys. Jules says to Vincent that they should “get into character,” indicating that they each play a part when they go on the job. The job of hit man is nothing more than a career choice and they don’t necessarily define themselves within those parameters. That's great advice that every software developer and product manager should take note of. Put yourself in the position of the user and really role play the moment or the "day in the life". Better still - get out of the office and go on the road and sit with the user you think you are building software for. I say "think" because most people building software are kidding themselves that what they are building is good for the user. Think like a movie star. You really need