Business Objectives vs. User Goals
In an ideal world, where we find ourselves in the highest levels of UX maturity within our organization, where we have reached the level of Integrated User-Centered Design, the disciplines of user experience are fully integrated with the everyday workings of the business. User goals are considered just as important as the business objectives, simply because they are one and the same. User research is best used to determine the direction of the business, to define its strategy, its products, and even have an influence beyond the digital aspects of the organization.