It’s too long to copy in here I’m afraid and a bit too specific to my client to share publicly.

In other words, although I think the trajectory is exactly as Jakob described it, I suspect there will be ample work for consultants in helping many senior management teams understand and implement the true value of user experience design.

I still work with a lot of extremely large names that have little or no internal capability for UX, and what UX teams they do have are misunderstood, under-resourced, and under-appreciated.

I definitely agree that this is the direction that things are moving. But I suspect the pace of change will be a little bit slower than this article may imply.

Yeah, it’s just an opinion piece. He doesn’t know for sure any of this.