The Importance of UX

I think we need to, like quoting Don Norman again, more about design doing than design thinking. If all these people are saying all the time, people don't get me, they don't understand what UX is, maybe you should reflect on that and think about maybe you should stop talking about it. Start talking about what you are bringing to the table. What value are you bringing to the company, to the team? What's the outcome of what you're doing? Not UX, the phenomenon itself, because that's your job. Other people don't go around pushing their job on you and this is why what I do is important. They do the important stuff.