In your research, as you meet users and discuss the product with them, as you move through the organization and look at how the product is applied there, you stumble upon the big picture.
In many cases nobody else has this big picture because they are busy doing their job, not thinking about what everyone else is doing. Even management doesn’t understand the multifaceted picture and how it pertains to all parts of the company or external users. So you have a unique view of the product that the company is working on.
As we listen to our users we strive to fit the users’ needs into the big picture. We also need to make sure that the brand is maintained in the big picture. That there is a content strategy and information architecture that fits the big picture. And this means that you’ll be having a lot of conversations where you are the bad guy because you don’t want to do something or you want people to do something different so that it fits the big picture.
What you’ll soon realize is that the big picture spans other parts of the organization than the one you belong to. And that in itself creates a lot of issues. Your manager doesn’t like you working for other parts of the organization and managers elsewhere in the organization don’t like it when you want to have an opinion on what they are doing.
To really work on UX you need a strong backing from the whole organization to work because the product development touches on every part of the organization, from customer service to marketing, from development to operations. Therefore, when you have found the big picture, your most important stakeholders are above you in the organizational chart.