Yes, yes and yes. And yes.
I recently worked with a company to create their new website. After the project was over, they came back and said “Dave, you are the most incredible designer. You’ve managed to capture our business perfectly.”
I smiled rather confused. They failed to realise that the design was average at best, and what I really did was understand their business and communicate a new, better strategy for them. And finally, this quote has put it all in place.