So often when we design and build our business websites (or prototypes or mobile apps) we build them to our own taste. We use the elements WE like, the colours we prefer and the layout that makes sense for us. After that, we MIGHT think about the people who will be using the thing we are creating and what might make sense to them. We may consider our existing clients or even the Average Web User at this point (although in my experience this happens about a quarter of the time). However, according to Steve Krug (in Don’t Make Me Think), this average user is a myth. We are all so very different.