Why This Bearing Matters
Most PMs skip this. They jump straight to solutions. They build for "users" without understanding who the real buyer is vs. the user, who influences the purchase but never touches the product, who might sabotage the deal, who's NOT buying and why, or what competitors the customer doesn't even realize they're comparing you to.
This bearing maps the complete terrain. Without it, you'll build for the wrong people, miss hidden influencers, and compete in red oceans where everyone fights over the same customers.
The Core Question
"Who are all the players? What are their jobs?"
This isn't just about listing stakeholders. It's about understanding what job each player is trying to get done, what game each player thinks they're playing, and how they all connect and influence each other.
The Shift
"Who is our user?"
→
"Who are ALL the players in this system?"
"What do customers want?"
→
"What job is each player trying to get done?"
"Who are our competitors?"
→
"What alternatives do buyers compare us to without realizing it?"
"Focus on customers"
→
"Map noncustomers — they hold the keys to growth"