* Strong brand experiences make more money.
* The Web is not successfully being leveraged as an integrated component of most corporate brand experiences.
* The Web is in the process of becoming ever more present and important in our lives.
* Corporations understand this and will pay big bucks to take advantage of it, even if they don’t know how yet.
Given these points, do we honestly believe that the safe, statistical methodology of the usability culture is going to continue to direct the state of major corporate Web experiences? Once they move past the jargon and sound bytes, business leaders will demand that we do better. They will change the paradigm, whether we like it or not.