Mark Hurst provides a great example of what is wrong with the user experience field. We spend too much time focusing on methods and techniques to build better user experiences and not enough time on business case and drivers for the user experience. Changing the organization is one a very important aspect of user experience design.Mark’s frustration about the need to promote/understand value of user experience to an organization and the need to change corporate culture. But I think he gets it wrong when he argues that " Results only come if the organization is the primary focus of user experience work. " Users are the most important part of the user experience, but organizational change is required to be effective.