DON NORMAN ... GOT IT !
Yup. Part of today's problem: UX has been commoditized. On the one hand, UX needs to articulate a 'value proposition'. On the other hand, business bean-counters insist on something more than holistic hand-waving. So it gets reduced to something like "I make websites usable". Actually - that's *my* convenient one-liner for describing what I do. It's inadequate, but maybe it gets the discussion started...
Engineers and Technicians
California, United States
Creative and Media Professionals
Valle del Cauca, Colombia