The Importance of Communicating Your Value

"I'm not so much of a designer anymore, but I am doing work that I consider to be very beneficial to companies over the long term," she says. "You're also giving them the tools in order to communicate further down the chain." Coaching is not coming in with a sledgehammer and saying, 'Let me show you the genius of user experience' rather it's helping people form new habits which will eventually change their behavior. The slower the change, the harder it is to change back because it's been gradual over time.