The Most Common Mistake Businesses Are Making With UX

In 2010, I actually went on a road trip with my dad and my bro. We did the whole of New South Wales, just surfing any point break we could find. And it's very similar to the garden roots in South Africa. So it's really pretty. And the weather is great most of the time. Awesome. In here, you spent five years as a UX consultant. Assuming you dealt with a ton of different clients, what did you say the most common mistake businesses are making with the approach to UX?