Everything the organization does must create value for stakeholders. Value is usually thought of for customers and users, but other stakeholders, including regulators, society, shareholders, employees, etc., should also be considered. After all, a service that creates value for customers while losing money to the service provider and causing employee frustration is not going to be very successful.
Value is not just financial. This guiding principle also encourages you to think about the customer experience (CX) and user experience (UX). Of course, you can only do this if you first spend a little time thinking about who is using your service and how it creates value for them.