The world can now see what we have accomplished. Users can interact with the information architecture to find, discover, enquire, and to buy. The business delivers 'wanted content' (product) and so, the customers achieve their desired goals.
Delivering the Needs of Customers - and Expressing the value of the enterprise

That is, until a competitor does it better!

And of course because we understand every nuance of customer needs, we can re-study them and probably discover they have evolved heightened expectations. The positive note is that there is no need to re-invent the wheel, just reshape our 'Thinking'. Aligning business needs with customers goals rather than the reverse is how we turn an opportunity into a success and continually deliver the 'competitive advantage'.