#15 I Hate People… But I Love Money

“Hey. Look. I hate people, but I love money. And the only way you’re going to make money is by making sure this works really really well for people.”

A few months after we started inUse, Ingrid and I met with a CEO for a potential client. This was in the early 2000s, and User Experience (UX) wasn’t widely recognized, especially not in Sweden.

There we were, talking about the importance of making systems that are easy to use and why it’s essential to understand the real needs—that which lies beneath the surface of what the users say. Halfway through the meeting, I realized the CEO’s eyes had glazed over. He wasn’t listening anymore.

This wasn’t unusual. Too often, we ended up in meetings where the other party thought user-centered design was something you did to be nice to the users. In their view, this was often an unnecessary luxury, especially in B2B or internal systems, where people are paid to do their jobs, regardless of how frustrating their tools might be.

And I get it. In some ways, it was our own fault. Our field was often labeled “User Friendliness.” That kind of positioning made it sound trivial—more like a courtesy than a necessity for business success. More than anything else, this was a major branding misstep.

So, I shifted gears.

“Hey. Look. I hate people, but I love money. And the only way you’re going to make money is by making sure this works really really well for people.”

He blinked, startled, and snapped back to attention.

“What?”

“Yes,” Ingrid added, “It’s all about money. The ROI of these kinds of investments is not magically generated when the system is “ready.” The real value appears in use—when the solution is being used for what it was intended and by as many people as intended. The better it works for them, the more value it creates.”

Suddenly, the conversation shifted. I remember him being a bit miffed by the provocation, but we managed to have a meaningful discussion about the importance of research and design in driving business outcomes.

The Value of Design in Business Today

That meeting took place more than 20 years ago, and even though the world has changed dramatically since then, many companies still face the same challenge: understanding that design is not just a nice-to-have—it’s a business imperative.

UX has finally come into its own, but the core principle remains the same: success hinges on how well a product works for people. Whether you’re building software, launching a service, or designing internal systems, your bottom line is directly tied to the experience of the people using your solution.

It’s no longer just about avoiding user frustration. It’s about efficiency, loyalty, growth, and so much more. And in a world where people expect seamless, intuitive experiences, your ability to deliver on those expectations will determine your ability to compete.

It’s easy to forget, but here’s what businesses need to remember:

• Value is created in use. Products and services don’t generate value sitting on a shelf or by being accessible through a web page. They do so when they are solving real problems for real people. The more effectively they do that, the more value you create.
• Good design drives retention. Users who have a positive experience are not just one-time customers. They return, they advocate, and they stick with you long-term. Investing in design pays off in user loyalty.
• Efficiency saves money. A well-designed tool reduces friction, speeds up workflows, and minimizes errors. In B2B and internal systems, this translates directly into cost savings and productivity gains.

A Quick Reminder

Did we close a deal that day more than 20 years ago? No. But what we gained was far more valuable than just a one-off project. Each meeting sharpened our ability to articulate the true value of design. Over time, those conversations laid the groundwork for substantial business success—not just for inUse and Ambition, but also for many of the clients we’ve partnered with throughout the years.

Design isn’t just about making things look nice or work well on the surface. It’s about creating real, measurable value for businesses by focusing on people’s needs.

And, whether you’re in UX, a business leader, or an entrepreneur, remember that the value of what you’re working on totally depends on people using it—the better the experience, the better the results.