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Proving to senior management your website delivers value (12 Sep 2005)
Jared Spool is one of the smartest (and wittiest) people I know. He is one of those rare people who thinks sense and talks sense. Jared founded User Interface Engineering, and they run a brilliant conference on usability. (I’ll be doing a full day workshop at the next one, to be held in October.)

“I learned quickly that business executives didn't care about usability testing or information design,” Jared has stated in an interview. “Explaining the importance of these areas didn't get us any more work. Instead, when we're in front of executives, we quickly learned to talk about only five things:
How do we increase revenue?
How do we reduce expenses?
How do we bring in more customers?
How do we get more business out of each existing customer?
How do we increase shareholder value?

“Notice that the words 'design', 'usability', or 'navigation' never appear in these questions,” Jared continued. “We found, early on, that the less we talked about usability or design, the bigger our projects got.”
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