The Importance of Business Value in UX

We are creating a lot of confusion amongst ourselves. We're lowering the user experience of user experience because we're using a concept as a job role, as an occupation. And then selling that concept to potential clients and just perpetuating the confusion. I'd like to say we should use maybe the word optimization a lot more. But there you've got a risk that we're going to overdrive and we end up with the whole Ryan Erthing.