i have been there (Assuming you're the technical one). Many times. i know the pains. Esp. the pain of switching contexts and fighting with oneself, as the different hats have orthogonal or sometimes contradictory goals/needs/interests and u have to keep all of them inside your head.. and not blow up. And not mess the code. And not mess the UsrXperience. And not mess the system as whole. And you probably would not even think of the Business hat.
Or if u do, it would be wrong, probably - too many other biases.

My solution so far has been to find a small variant of the thing where i am the end-user. And build it for myself. No business at all. Maybe show it to someone else who can be user. Or co-developer. etc. Thus keep it alive, in a form, until u find The business-person. Or become the one.

So far my success rate in such finding.. is below 20% (i've rejected becoming the one myself). 1 out of 5 projects.. or less. But don't despair. Maybe u live in place - or application domain - with better business-persons climate. Keep looking.

Maybe i can give u more insights (or traps to avoid). Or just listen to you, attentatively. It's sometimes enough to clear one's mind about things.

have fun