How Can We Make It Work?

I think that's one of the things I've been thinking about this week is just the whole, I mean, we all know our specialty. It's often a core thing like that too. So right now, businesses do not consider information architecture to be a thing they have already. They think about it as being something that they might buy, if they had more money to go get fancy consultants like Andrew and I to give it to them. And that's not what it is. We have to call it by name. When it has a name, it has a place in our mind. If it doesn't have a place inour mind, then it doesn't exist. How can we