Agile development emphasizes the importance of building software that truly meets customer needs, rather than just focusing on the technical aspects of development. A critical component of this is ensuring that teams understand the "why" behind each feature, which involves engaging in thorough discussions about feature requirements, goals, and success metrics. This approach helps prevent the development of products that may not align with customer priorities or deliver sufficient value. Impact Mapping, a strategic planning tool introduced by Gojko Adzic, is highlighted as an effective method for visualizing the impacts of various actors on achieving business goals. This technique helps teams focus on building the most valuable features first by shifting the focus from "what" to "why" and identifying potential risks and stakeholder influences. The article stresses the importance of involving all relevant stakeholders in these discussions to ensure alignment and maximize the product's business value.