What is the User Experience profession anyway and why are we doing this work? I want to help people make products people love. Some of us in the field are making products people love - what are they doing differently? What is Agile and how do we fit in? How do we rethink our profession in this world where technology and implementation move so fast? Get back to the core of what we do: connect customers and companies; understand our users (not just the ones who use the product, but those who use our services) and focus on the value we offer. Not the value of the test or the report, but the value of the intelligence we provide. The landscape has changed: people have higher expectations about the products and service they use. Things should just work, they shouldn't be hard. How can we help companies and product teams get there? This talk would be my take on the subject, I would love to hear yours too.