Opening words from June 13, 2013 NUX speech. "Does this scenario sound familiar? Your boss or your client wants an amazing, innovative, intuitive, buzz-word, buzz-word, buzz-word application, but they need it yesterday and can’t waste time and money on things like user research. Then they are shocked that not only was the project late, but customers are not lining up to use the application. Tonight we are going to prepare you to be able to tell those people the magic words “I know some simple ways to increase your ROI.”
It is a LOT of info to fit in only an hour so this is only a highlight. Hope it gives you some info you need to communicate the value of starting from the users point of view in any product development project.