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Selling an initial user centered design process to customers can be a challenge. Here are two brochures from IBM, showing how it can be done. They both focus on business objectives and explain the purpose and outcome of the individual steps in the design workflow.
Some punch lines from the brochures:
"Want to make the most of the e-business opportunity? Easy does it."
"…an unhappy customer is somebody else's customer."
"The marketplace practices natural selection. People will, naturally, select the easiest way to do something…"
"There's nothing more expensive than a poorly received solution."
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