The role of UX in company strategy
🔩 People don’t buy a drill.
🕳️ They buy a hole.
It’s a simple idea, yet it fundamentally changes how we think about products, services, and customer experience.
I had the chance to discuss this with Dr. Markus Schmotz during the StrategieWekstatt podcast from Wertwandler GmbH.
Too often, UX is seen as making interfaces look better. In reality, great UX starts much earlier: understanding what people are trying to achieve and designing around those outcomes.
That’s why I’ve always been drawn to the Jobs-to-be-Done mindset.
Customers don’t care about features—they care about getting a job done.
💡 When UX has a seat at the strategic table, it stops being a design function and becomes a business function.
❓ Are you building a product, or are you helping customers achieve an outcome?